When should star power and eWOM be responsible for the box office performance? - An empirical study based on signaling theory
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2021.102591
Abstract: Abstract Information asymmetry universally exists in the market transactions. In the movie industry, consumers usually have limited access to quality information before they actually watch the movie, which increases the difficulty of purchase decision. Quality… read more here.
Keywords: power; box office; office performance;