Film Critics : Influence or Predictors?  

Oleh:

Eliashberg, Jehoshua ; Shugan, Steven M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 61 no. 2 (1997), page 68-78.
Topik: CRITICS; film critics; influence; predictors

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Critics and their reviews pervade many industries and are particularly important in the entertainment industry. Few marketing scholars, however, have considered the relationship between the market performance of entertainment services and the role of critics. The authors do so here. They show empirically that critical reviews correlate with late and cumulative box office receipts but do not have a significant correlation with early box office receipts. Although still far from any definitive conclusion, this finding suggests that critics, at least from an aggregate - level perspective, appear to act more as leading indicators than as opinion leaders.

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