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The relationship between positive and negative word-of-mouth and the success of new season television programs

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dc.contributor.authorNguyen, C.
dc.contributor.authorRomaniuk, J.
dc.contributor.conferenceAustralian and New Zealand Marketing Academy Conference 2009 (30 Nov 2009 - 2 Dec 2009 : Melbourne, Australia)
dc.contributor.editorTojib, D.
dc.date.issued2009
dc.description.abstractThis research investigates the influence of positive word-of-mouth (PWOM) and negative word-of-mouth (NWOM) on the viewing of new season TV programs. we find that successful new shows have very similar PWOM metrics to returning programs, whilst failed new shows have slightly lower PWOM compared to those that succeed. Instances of NWOM were low for all types of programs, which cast doubt on its ability to drive new program failure. Past viewing of a program was the largest driver for the giving of PWOM. Thus, the biggest issue for a new show is not having anyone talk about it at all, as it is competing for WOM with returning shows being launched at the same time.
dc.identifier.citationANZMAC 2009 conference proceedings: Sustainable management and marketing, 2009 / Tojib, D. (ed./s)
dc.identifier.isbn9781863081580
dc.identifier.urihttps://hdl.handle.net/1959.8/117111
dc.language.isoen
dc.publisherAustralian and New Zealand
dc.publisher.placeMelbourne, Australia
dc.rightsCopyright 2009 ANZMAC
dc.subjectnew television program
dc.subjectpositive and negative
dc.subjectrecommendation
dc.subjectword-of-mouth
dc.titleThe relationship between positive and negative word-of-mouth and the success of new season television programs
dc.typeConference paper
pubs.publication-statusPublished
ror.fileinfo12143239440001831 13143235680001831 9915911009801831_53108943140001831.pdf
ror.mmsid9915911009801831

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