Prerelease Consumer Buzz: Current State of Research and Future Research Ideas

Abstract

Nowadays, merchants' marketing strategies have broken time and distance barriers, allowing consumers to interact with advertisements, and merchants can gather a large number of consumers' feedback at the same time. PRCB is proposed and used because it can engage and create consumers' interest prior to the release. Different from EWOM, PRCB is usually launched before product release, and such activities can be divided into three types: communication, search, and participation in experience activities. PRCB can accurately predict the development trend of products due to its dynamic nature, which was proven by introducing data on movie box office and movie trailer clicks. In addition, the VSM platform (HSX) is also introduced to show consumers' expectation and interest in new items by analyzing the evolving trend of the stock market. Finally, this paper discusses the universality of PRCB in different consumer groups and the research direction to further improve its prediction accuracy.