INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) ON AUDIENCE INTENTIONS IN PERFORMING ARTS EVENTS
DOI:
https://doi.org/10.29121/shodhkosh.v7.i4s.2026.7522Keywords:
Ewom, Performing Arts, Audience Intention, Social Media Engagement, Consumer BehaviorAbstract [English]
The swift development of online platforms has changed how viewers receive and appraise information, and electronic word of mouth (eWOM) has become an important element of consumer behavior. Although the effect of eWOM has been studied extensively in other areas including e-commerce and tourism, its role in influencing the intentions of the audience in the performing arts industry has received little focus. This research paper seeks to conceptually analyze how the eWOM affects the audience intention towards performing arts events through the combination of important theoretical insights, such as the Information Adoption Model (IAM), Theory of Planned Behavior (TPB) and Elaboration Likelihood Model (ELM). The proposed framework determines core dimensions of eWOM, credibility, quality, volume, and valence, as having a significant impact on information adoption, trust, and perceived value, which ultimately impact the audience intention. Also, social media involvement has been discussed as a moderating variable, which increases the effectiveness of eWOM. The research article adds to the body of knowledge by expanding the scope of eWOM research to the relatively new field of performing arts and giving practitioners valuable information on how they can capitalize on digital communication strategies to build their audience. The results provide a base on which empirical studies and strategic decision-making in the cultural and creative industries can be pursued in the future.
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Copyright (c) 2026 Dr. Dipti Jain, Dr. Felisiya. M, Shipra Bhutani Uppal, Dr. Bhupinderpreet Bedi, Dr. Shantanu Kumar Sahu, Dr. Tridisha Bayan
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