@inbook{276d50d61e7f4a60a09a4e2743036adb,
title = "The Strategic Influence of Firm-Created WOM: Evidence from a Movie Industry",
abstract = "A growing number of marketers have recognized the strategic importance of firm-created WOM (FCWOM) activity, which is defined as a firm's proactive management of customer-to customer communication. However, the basic questions of whether the implementation of FCWOM can drive more profits compared with non-implementation and when a firm should implement FCWOM are still largely unanswered. To answer these questions, the authors analyzed a panel data of WOM generated by movie distributors in the movie industry. Findings show that the implementation of FCWOM improves box office revenues; however, the early launch of FCWOM does not always lead to better firm performance.",
author = "Hyunju Shin and Woojung Chang",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10912-1_49",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "154",
booktitle = "Developments in Marketing Science",
address = "Switzerland",
}