Lee, Jungwon; Lee, Yunhye; Park, Cheol - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 4, pp. 707-738
Purpose: The purpose of this study is to analyze the effect on movie performance of the breadth and depth of consumer groups targeted by movies and to analyze the ways in which electronic word-of-mouth (eWOM) mediates these relationships. Design/methodology/approach: For empirical analysis, 45...