(PHBS)

Publications

Home > Faculty & Research > Publications >

The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors

by Yeujun Yoon,Young Joon Park

ARTICLE | Journal of Advertising Research | Forthcoming


Abstract


Forthcoming
Popular Articles
Latest News
Campus Events