Impact of consumption emotions on WOM in movie consumption: Empirical evidence from emerging markets

• We examine the relationship between consumption emotions, customer satisfaction and WOM in hindi movie context in India.
• The results indicate that for movies, consumption emotions are important predictors of satisfaction.
• We found variations in the emotions' impact on customer satisfaction, which in turn partially mediates the impact on word of mouth.
• Moreover, there are some moderating impacts of gender, income, and age.
• The insights can help professionals in entertainment industry for developing new strategies for promoting movies.

In this study, we empirically investigate the impact of consumers' pleasure and arousal on customer satisfaction, likelihood of WOM and positive WOM, in the context of Bollywood movies in India. We collected data from a random sample of 274 consumers of Bollywood movies in India using a survey questionnaire. We analyze the data to test our hypotheses using structural equation modeling (SEM).The results confirmed that for Bollywood movies, consumer emotions such as pleasure and arousal are important predictors of customer satisfaction. We also found that the impact of arousal and pleasure differentially impact customer satisfaction, which in turn partially mediates the impact of these customer emotions on (1) likelihood of word of mouth and (2) positive word of mouth. We also found moderating impact of gender, income, and age. The study provides valuable insights for the entertainment and media industry to tweak their marketing strategies for designing, positioning, and promoting movies in emerging markets such as India. Movie producers and distributors may leverage the differential impact of pleasure and arousal on satisfaction of Bollywood moviegoers. Male and female customers are also impacted differently, which can be leverage for more customized promotions for the movie. Given that WOM is one of the most influential information sources for movie selection and success, the present study adds to the knowledge on movie consumption behaviors. Moreover, we validate the P–A theory in the context of moviegoers in emerging market of India for the first time.

Chinese Abstract本研究将以实验为根据调查消费者的愉悦度和兴奋度对顾客满意度、宣传口碑和正面口碑的可能性，调查基于印度宝莱坞电影。调查通过调查问卷的形式收集数据，随机抽取了274位印度宝莱坞电影消费者作为样本。本文使用结构方程建模进行数据分析来测试我们的假设命题。结果证实对宝莱坞电影消费者而言，他们的情绪，如愉悦度和兴奋度，是客户满意度的重要指示因素。我们还发现兴奋度和愉悦度会不同程度地影响客户满意度，反过来还会调节这些顾客情绪对 （1） 口碑宣传和 （2） 正面口碑的影响。我们还发现性别、收入和年龄都有调节影响。本研究的观点能够帮助娱乐媒体行业在印度等新兴市场调整电影设计、定位和推广的市场营销策略。