IMPACT OF HOLLYWOOD ONLINE FILM REVIEWS ON AMERICAN VIEWERS' PERCEPTION: COMPARED SOURCE CREDIBILITY EFFECTS BETWEEN CONSUMER REVIEWERS AND FILM CRITICS ON VIEWERS’ MOVIE GOING DECISION

Abstract

This research seeks to study the source credibility dimensions between consumer reviewers and film critics as perceived by film viewers, and to compare the effects on viewers’ decision making to view films on the basis of source credibility of online film reviews written by consumer reviewers and film critics. To meet these objectives a thorough content analysis of key documents: IMDB and rotten tomatoes were done. As a sample document, the first five reviews of each week of ten best English movies of 2019 had been picked for 5 consecutive weeks, then the content analysis of those movie reviews had been done. As per the research findings, the source credibility dimensions: trustworthiness and accuracy of consumer reviewers and film critics keeps on varying depending on the movie from American film viewers’ perspective. Nevertheless, the other dimension i.e., expertise has never been altered.