Relation between early e-WOM and average TV ratings
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 21 June 2019
Issue publication date: 6 January 2020
Abstract
Purpose
The purpose of this paper is to investigate the relation between average ratings (viewership) and the volume and valence of electronic word of mouth (e-WOM) for early episodes of TV shows.
Design/methodology/approach
Linear regression was performed in which the dependent variable is average TV ratings and main independent variables are volume and valence of e-WOM. The study used a Breusch–Pagan test to detect heteroscedasticity. Accordingly, the model is analyzed using heteroscedasticity-consistent standard error estimators.
Findings
The results show that the volume of the early e-WOM does not significantly contribute to explaining average ratings, but the valence does.
Originality/value
Because the advertising revenue of television broadcasters is determined according to expected TV ratings, the average ratings should be predicted as early as possible. This study shows that analyzing early e-WOM helps predict average ratings.
Keywords
Citation
Bae, G. and Kim, H.-J. (2020), "Relation between early e-WOM and average TV ratings", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 135-148. https://doi.org/10.1108/APJML-10-2018-0402
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited