WHY DO MOVIEGOERS GO TO THE THEATER? THE ROLE OF PRERELEASE MEDIA PUBLICITY AND ONLINE WORD OF MOUTH IN DRIVING MOVIEGOING BEHAVIOR

Using the Bass new product diffusion model, the authors explore how media publicity and word of mouth (WOM) about a to-be-released new movie drive moviegoing behavior in emerging markets. Empirical data collected from the Chinese motion picture industry reveal that prerelease media appearance (a proxy for publicity) and online WOM conversation (a proxy for WOM) influence moviegoing decision making, but they play different roles. Media publicity determines moviegoersʹ innovation probability, whereas WOM determines both innovation and imitation probability. This article provides a better understanding of the decision making involved in moviegoing, as well as effective ways to market and release new movies in emerging markets.