Effects of Spoiler on the Attraction of Forthcoming Web Series and Viewership
DOI:
https://doi.org/10.61506/01.00335Keywords:
Web series, spoilers, word of mouth, viewership, media industry, viewers’ responseAbstract
This study investigates the intricate relationships among spoilers (SP), word of mouth (WOM), genre (GEN), viewer engagement (VE), producer response (PR), advertising (AD), and viewership (VS) within the entertainment industry. Utilizing SmartPLS 4.0 for data analysis, we examined fourteen hypotheses through a cross-sectional, survey-based methodology with a sample size of 425 participants. Results reveal that SP and WOM significantly impact VE and PR, highlighting their importance in shaping viewer experiences and producer actions. Genre also plays a crucial role, influencing both VE and PR. Mediation analyses show that VE and PR significantly affect VS, with VE through AD enhancing VS, while PR through AD does not. However, WOM’s impact on VS via PR is not supported. These findings align with previous research but also reveal new insights into the differential impacts of producer responses and advertising on viewership. The study's limitations include its focus on specific content types, cross-sectional data, and potential biases in self-reported measures. Recommendations for future research include exploring diverse content types, conducting longitudinal studies, and incorporating external factors like marketing and social media trends. The study provides actionable insights for content creators and marketers to enhance viewer engagement and loyalty through strategic use of spoilers, word of mouth, and genre-specific approaches.
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