Journal of Media and Communication Studies
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Article Number - C75C25363711


Vol.9(3), pp. 17-23 , March 2017
DOI: 10.5897/JMCS2016.0529
ISSN: 2141-2545



Full Length Research Paper

Mediating effect of word-of-mouth in movie theatre industry



Monika Rawal*
  • Monika Rawal*
  • College of Business, Southern Illinois University-Carbondale, USA.
  • Google Scholar
Jose Luis Saavedra
  • Jose Luis Saavedra
  • College of Business, Southern Illinois University-Carbondale, USA.
  • Google Scholar







 Received: 10 August 2016  Accepted: 24 March 2017  Published: 31 March 2017

Copyright © 2017 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0


This study examines the role of word-of-mouth in the movie theatre industry. Word-of-mouth is tested as a mediator between pre-release studio actions (stars, production budget, and number of screens) and box office revenue. The results suggest that word-of-mouth fully mediates the relationship between stars and box office revenue. A partial mediation of word-of-mouth occurs in case of production budget and number of screens as pre-release actions leading to box office revenue. This study emphasizes the importance of word-of-mouth in contributing and maintaining movie revenue, and also helps movie makers to take decisions on investing on word-of-mouth after releasing a movie.

Key words: Word-of-mouth, pre-release, post-release, movie theatre industry, stars, box office revenue, product budget, number of screens.

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APA Rawal, M., & Saavedra, J. L. (2017). Mediating effect of word-of-mouth in movie theatre industry. Journal of Media and Communication Studies, 9(3), 17-23.
Chicago Monika Rawal and Jose Luis Saavedra. "Mediating effect of word-of-mouth in movie theatre industry." Journal of Media and Communication Studies 9, no. 3 (2017): 17-23.
MLA Monika Rawal and Jose Luis Saavedra. "Mediating effect of word-of-mouth in movie theatre industry." Journal of Media and Communication Studies 9.3 (2017): 17-23.
   
DOI 10.5897/JMCS2016.0529
URL http://academicjournals.org/journal/JMCS/article-abstract/C75C25363711

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