| Autor: |
Lindsey-Warren, Tyrha M., Yayla, Serdar |
| Zdroj: |
Journal of Cultural Marketing Strategy; March 2018, Vol. 3 Issue: 1 p60-69, 10p |
| Abstrakt: |
Emotional contagion, also known as word-of-mouth (WOM), is defined as the emotional essence of one person that can be passed on to another person and influence attitudes about an object and/or a product. In the context of motion pictures, how does emotional contagion/WOM travel regarding movies starring women and/or actors of colour? It is observed that Hollywood studios often pull movies out of cinemas before positive WOM/emotional contagion has time to spread, especially regarding those films starring women and actors of colour. Using event data analysis, this paper takes a macro view of this phenomenon by examining the take-offs of movies starring women and actors of colour. |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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