Conditions in prerelease movie trailers for stimulating positive word of mouth: A conceptual model demonstrates the importance of understanding as a factor for engagement

Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal, Jan Kietzmann

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
234 Downloads (Pure)

Abstract

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres. When viewers perceive greater understanding of the movie from the trailer, the prospect of liking it is significantly increased. This leads to a substantial increase in viewers’ intent to generate WOM and, ultimately, their willingness to pay to see the movie. These novel findings lead to practical implications for studios hoping to stimulate consumer interest, with wider contributions to advertising theory.

Original languageEnglish
Pages (from-to)159-172
Number of pages14
JournalJournal of Advertising Research
Volume57
Issue number2
DOIs
Publication statusPublished - 1 Jun 2017

ASJC Scopus subject areas

  • Communication
  • Marketing

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