Does Twitter Matter? The Impact of Microblogging Word of Mouth on Consumers’ Adoption of New Movies

50 Pages Posted: 5 Mar 2012 Last revised: 4 Jul 2014

Thorsten Hennig-Thurau

University of Muenster

Caroline Wiertz

City University London - Sir John Cass Business School

Fabian Feldhaus

University of Muenster

Date Written: February 11, 2013

Abstract

This research provides an empirical test of the “Twitter effect,” which postulates that microblogging word of mouth (MWOM) shared through Twitter and similar services affects early product adoption behaviors by immediately disseminating consumers’ post-purchase quality evaluations. This is a potentially crucial factor for the success of experiential media products and other products whose distribution strategy relies on a hyped release. Studying the four million MWOM messages sent via Twitter concerning 105 movies on their respective opening weekends, the authors find support for the Twitter effect and report evidence of a negativity bias. In a follow-up incident study of 600 Twitter users who decided not to see a movie based on negative MWOM, the authors shed additional light on the Twitter effect by investigating how consumers use MWOM information in their decision-making processes and describing MWOM’s defining characteristics. They use these insights to position MWOM in the word-of-mouth landscape, to identify future word-of-mouth research opportunities based on this conceptual positioning, and to develop managerial implications.

Keywords: Word of mouth communication, microblogging, Twitter, early adoption, entertainment, motion pictures

JEL Classification: M31, L82

Suggested Citation

Hennig-Thurau, Thorsten and Wiertz, Caroline and Feldhaus, Fabian, Does Twitter Matter? The Impact of Microblogging Word of Mouth on Consumers’ Adoption of New Movies (February 11, 2013). Available at SSRN: https://ssrn.com/abstract=2016548 or http://dx.doi.org/10.2139/ssrn.2016548

Thorsten Hennig-Thurau (Contact Author)

University of Muenster ( email )

Am Stadtgraben 13-15
Muenster, D-48143
Germany

HOME PAGE: http://www.marketingcenter.de/mm/en/index.php

Caroline Wiertz

City University London - Sir John Cass Business School ( email )

106 Bunhill Row
London, EC1Y 8TZ
United Kingdom

Fabian Feldhaus

University of Muenster ( email )

Am Stadtgraben 13-15
Muenster, D-48143
Germany

Register to save articles to
your library

Register

Paper statistics

Downloads
1,948
rank
6,627
Abstract Views
13,098
PlumX