earticle

영어

In the current study, we examine the word of mouth (WOM) effect on the movie industry using the data from a microblogging service, Twitter and an internet portal, Naver. We find that the WOM effect exists simultaneously in both Twitter and Naver, but the effect is a little different by the popularity of movies. In the popular movie group, before the movie release, the WOM effect occurs only in Twitter while the WOM effect arises in both Twitter and Naver at the same time after the movie release. In the less-popular movie group, we also find that the WOM effect occurs in both Twitter and Naver only before the movie release. These findings, derived from two different online mechanisms—social networking service (SNS) and Internet portal, not only provide theoretical insights into understanding different roles of these online mechanisms in provoking WOM effect on entertainment products but also help practitioners plan their marketing strategies more effectively.