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Investigating Interpersonal Communication: Word Of Mouth Communication

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Word of mouth marketing is oral or written communication by customers who are satisfied with the product or service. These customers are not paid by the company for this kind of advertising and are based on the perceptions of the customer and can vary from person to person for the same product or movie.
Word of Mouth (WoM) has been recognized as one of the most influential sources of information transmission since the beginning of society, especially for experience goods (Godes & Mayzlin, 2004) and is the result of large scale research in marketing (Anderson, 1998; Bansal & Voyer, 2000; Brown & Reingen, 1987). This prior literature has collectively identified three key dimensions of WoM communication that determine its effectiveness: who (Bone, …show more content…

The theory of information states that this accessibility and influence impacts consumer choice by instigating interpersonal communication. Also, since movies are experiential products, its quality cannot be ascertained without seeing it. An increase in the difficulty of product evaluation before purchase necessitates the need of having gathered as much information about it as possible. This leads to consumers engaging in word of mouth marketing through discussions on forums, online reviews and through peer interaction. …show more content…

The entertainment industry has witnessed the power of Word of mouth as innumerable movies that received poor critical acclaim turned out to be blockbuster movies. Some of the examples include My Big Fat Greek Wedding, The Blair Witch Project, Napoleon Dynamite, and The Rocky Horror Picture Show. [3]
This rapid spread of Word of mouth has also shrunk the lifecycle of movies. This rapidity of spread of information has brought about a great change in the box office revenues of a movie between the first and second weekend. While earlier the movies could gross for the weekend before word spread, it is impossible to do so now. As a result of this, the release and the marketing strategies of movies are now undergoing a change. [4]
A brilliant form of word of mouth marketing through the social media is used by the movie industry to target the younger generation. A key characteristic about this segment of movie goers is their openness to be involved in the movie and its release. A sense of belonging with the movie and its success increases the likelihood of them to see the movie in the theatre. [5] The only need for this to sustain are genuine facts and not misconceptions. With social media your friends and relatives can be trusted to give you genuine reviews but then their own taste plays a vital role in the

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