Purpose – Previous literature on WOM has consistent findings on the positive and significant effect of WOM volume on product sales, but the literature on WOM valence has been mixed. In this study, the authors aim to explain the reason for the mixed effect of WOM valence on product sales by...

Despite the significant influence of cause-related marketing (CM) as a proactive or reactive communication strategy for corporate crisis management, the effect of CM on managing corporate crises is still controversial without considering the heterogeneous effect of bad news. Therefore, we...

The literature on online product reviews is based on the fundamental premise that reviews impact search costs and also affect consumer confidence in their purchase decisions. However, this premise has not been proven in the literature. To this end we conducted an experiment using an eye-tracking...

Word-of-mouth (WOM) in the form of online customer reviews has received considerable attention by practitioners and academics. Prior literature has focused more on the understanding of the phenomenon using the frequency or overall rating/valence information of WOM, while questions on how firms...

In the international motion picture market, when making strategic decisions about the timing of release, it is important to consider the product's country of origin as well as demand seasonality because of their cultural orientation. However, the fluctuation patterns of underlying demand for...

In the international motion picture market, when making strategic decisions about the timing of release, it is important to consider the product's country of origin as well as demand seasonality because of their cultural orientation. However, the fluctuation patterns of underlying demand for...