Role of Social Media in Bollywood Movie Success: When Does Wisdom of the Crowd Take Over?

Role of Social Media in Bollywood Movie Success: When Does Wisdom of the Crowd Take Over?

Authors

Published

Australasian Marketing Journal, 2 ed., vol. 23, August 2015

Website

http:// www.sciencedirect.com/science/journal/14413582

Abstract

 A unique dataset about critics’ and ordinary viewer’s review on a variety of web-sources has been collected. We examine different roles of critics’, pre-release word of mouth and post-release word of mouth on opening weekend revenue and staying power of the movies