Reviewer information and advertisement format: impact on watching a new movie release
ISSN: 2056-4945
Article publication date: 5 May 2022
Issue publication date: 9 September 2022
Abstract
Purpose
This study aims to analyze the association of information technology and non-information technology reviewer information and advertisement format, and also demographics and theory of planned behavior variables for watching a new movie release.
Design/methodology/approach
The authors surveyed 809 college students about various advertisement topics of traditional media/print, Internet, social media, and both print and online reviews.
Findings
For advertising, outdoor billboards and YouTube video were each positively associated with watching a new movie release while reviewer information of critic reviews in print, critic reviews online, and user reviewers were each not associated with watching a new movie release. For race/ethnicity, Hispanics were positively associated with watching a new movie release while South Asians were negatively associated with watching a new movie release. For theory of planned behavior variables, behavioral control and intentions were each positively associated with watching a new movie release.
Practical implications
In conclusion, movie production companies should dedicate large portions of their advertising budget to YouTube and outdoor billboard advertising. Also, movie production companies should continue to advertise and possibly even tailor advertising to Hispanics.
Originality/value
This is the first study for watching a new movie release to simultaneously include predictors of advertisement format including from many types of social media platforms, reviewer information whether from professional critics or user reviews, and the theory of planned behavior.
Keywords
Acknowledgements
Funding: No funds, grants, or other support was received.
Conflicts of interest/Competing interests: The authors have no relevant financial or non-financial interests to disclose.
Citation
Fogel, J. and Prabhu, P. (2022), "Reviewer information and advertisement format: impact on watching a new movie release", Arts and the Market, Vol. 12 No. 2, pp. 105-117. https://doi.org/10.1108/AAM-10-2021-0059
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited