The Impact of Word of Mouth via Twitter on Moviegoers' Decisions and Film Revenues—Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors
Yeujun Yoon
Peking University
Charin Polpanumas
Lazada.com...
The Impact of Word of Mouth via Twitter on Moviegoers’ Decisions and Film Revenues - Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors
This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.
