China is the most important foreign market for Hollywood blockbusters because of its large number of moviegoers. Exploring blockbusters in China and marketing strategies is essential for Hollywood studios. We analyzed data on 959 movies and users of Douban and Maoyan to determine the effects of...

Buyers’ growing reliance on online consumer reviews as a primary source of product information has created increasing incentives for firms to manipulate reviews to their advantage. While manipulated reviews can impact immediate sales, their effects on buyers’ post-consumption response in...

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...