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2.4. Context of Movies University of Bath PHD Understanding the Movie Trailer in Generating Word-of-Mouth and Improving Box- Office Performance (Alternative format thesis). Kampani, Julia Award date: 2019 Awarding institution: University of Bath Link to publication Alternative formats If you require this document in an alternative format, please contact: [email protected] General rights Copyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. • Users may download and print one copy of any publication from the public portal for the purpose of private study or research. • You may not further distribute the material or use it for any profit-making activity or commercial gain • You may freely distribute the URL identifying the publication in the public portal ? Take down policy If you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim. Download date: 26. Sep. 2021 Understanding the Movie Trailer in Generating Word-of-Mouth and Improving Box-Office Performance by Julia Kampani A thesis submitted for the degree of Doctor of Philosophy University of Bath School of Management March 2019 Copyright notice Attention is drawn to the fact that copyright of this thesis rests with the author. A copy of this thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with the author and that they must not copy it or use material from it except as permitted by law or with the consent of the author or other copyright owners, as applicable. Restrictions on use Access to this thesis/portfolio in print or electronically is restricted until ................... (date). Signed on behalf of the Doctoral College........................................... (print name)............... Declarations I, Julia Kampani, hereby declare that except where specific reference is made to the work of others, the contents of this dissertation are original and have not been submitted in whole or in part for consideration for any other degree or qualification in these, or any other Universities. The work described therein was carried out by myself personally, with the exception of chapter 4, 5, and 6 where the work has been done in collaboration with others: . Chapter 4 is based on a published paper at the Journal of Advertising Research, cited below: Archer-Brown, C., Kampani, J., Marder, B., Bal, A., & Kietzmann, J. (2017). Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth. Journal of Advertising Research, 57(2), 159–172. I declare that I contributed to 70% formulation of ideas, 20% design of methodology, and 15% presentation of data in journal format . Chapter 5 is based on a pre-printed manuscript, which will be shortly submitted for publication. I declare that I contributed to 80% formulation of ideas, 70% design of methodology, 90% experimental work, and 60% presentation of data in journal format . Chapter 6 is based on a pre-printed manuscript, which will be shortly submitted for publication. I declare that I contributed to 90% formulation of ideas, 90% design of methodology, 80% experimental work, and 65% presentation of data in journal format. 1 2 Contents List of Tables ............................................................................................................................. 8 List of Figures ............................................................................................................................ 9 Acknowledgements .................................................................................................................. 10 Abstract .................................................................................................................................... 11 List of Abbreviations ............................................................................................................... 12 Chapter 1: Introduction ............................................................................................................ 13 1.1 Background to Research................................................................................................. 13 1.2 Background of Problem in Practice ............................................................................... 16 1.3 Research Problem ........................................................................................................... 18 1.4 Overview of Contribution .............................................................................................. 19 1.5 Overview of Methodology ............................................................................................. 21 1.6 Overview of Findings ..................................................................................................... 23 1.7 Overview of Structure .................................................................................................... 25 Chapter 2: Context & Literature Review ................................................................................. 27 2.1. Word-of-Mouth in Marketing ....................................................................................... 27 2.2 Pre-release Consumer Buzz and Advertising ................................................................. 29 2.3 Understanding ................................................................................................................ 31 2.3.1 Who says what to whom? ........................................................................................ 32 2.3.2 Receiver’s Cognitive Ability ................................................................................... 33 2.3.3 Message Content...................................................................................................... 33 2.4. Context of Movies ......................................................................................................... 34 2.4.1 Movie Research ....................................................................................................... 36 2.4.2 Movie WOM Literature ........................................................................................... 42 2.4.3 The trailer ................................................................................................................ 43 2.5 Research Gaps ................................................................................................................ 44 Chapter 3: Overall Research and Summary of Papers ...................................................... 47 3 3.1 Research Objectives ....................................................................................................... 47 3.2 Research Framework ...................................................................................................... 48 3.3 Research Methodology ................................................................................................... 52 3.3.1 Paper 1 ..................................................................................................................... 53 3.3.2 Paper 2 ..................................................................................................................... 56 3.3.3 Paper 3 ..................................................................................................................... 57 3.4 Summary of Paper 1 ....................................................................................................... 60 3.5 Summary of Paper 2 ....................................................................................................... 62 3.6 Summary of Paper 3 ....................................................................................................... 63 Chapter 4: Paper 1 ................................................................................................................. 66 4.1 Introduction .................................................................................................................... 69 4.1.1 WOM in the Movie Industry ................................................................................... 71 4.1.2 Movie Trailers Background ..................................................................................... 73 4.2 Hypotheses development................................................................................................ 74 4.2.1 Intention to generate WOM and purchase ............................................................... 74 4.2.2 The role of understanding ........................................................................................ 75 4.2.3 The role of liking ..................................................................................................... 75 4.3 Methodology .................................................................................................................. 77 4.3.1 Pilot Study ............................................................................................................... 77 4.3.2 Sample details .......................................................................................................... 77 4.3.3 Survey Design & Procedure .................................................................................... 78 4.4 Results ...........................................................................................................................
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