Effects of Spoiler on the Attraction of Forthcoming Web Series and Viewership

Shaista Tariq, Saad Akhtar, Faria, Meer Bilawal, Tabassum Zubair, Amna Munir, Syeda Zeerak and Sajjad Ahmed
Additional contact information
Shaista Tariq: Assistant Professor, Ziauddin University, Pakistan
Saad Akhtar: Senior Lecturer, Ziauddin University, Pakistan
Faria: Chief Business Officer, Star BPO, Pakistan
Meer Bilawal: Lecturer, Ziauddin University, Pakistan
Tabassum Zubair: Senior Lecturer, Ziauddin University, Pakistan
Amna Munir: Senior Lecturer, Ziauddin University, Pakistan
Syeda Zeerak: Senior Lecturer, Ziauddin University, Pakistan
Sajjad Ahmed: Senior Lecturer, Ziauddin University, Pakistan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 2, 341-349

Abstract: 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.

Keywords: Web series; spoilers; word of mouth; viewership; media industry; viewers’ response (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:2:p:341-349

DOI: 10.61506/01.00335

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