How do the similarities in content posted by movie critics and general users impact moviegoing audiences? A new Journal of Marketing study explores.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221127927

Read the text of this episode here: https://www.ama.org/2022/10/18/does-topic-consistency-matter-in-movie-reviews-a-study-of-critic-and-user-reviews-and-their-impact-on-movie-demand/

Reference: Eunsoo Kim, MengQi (Annie) Ding, Xin (Shane) Wang and Shijie Lu (2022), “Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry,” Journal of Marketing. doi:10.1177/00222429221127927

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni, Aman Soni

Topics: film industry, critic reviews, machine learning, movies, online word-of-mouth, topic consistency, topic model, user reviews, marketing

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.