Word of mouth vs. expert reviews : compared using need for cognition and social media affinity
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We live in a world where social media allows everyone to have a voice regardless of their expertise on any subject. With so many anonymous voices giving their opinions are the expert reviews of film critics no longer as useful? Some may believe there is a disconnect between what critics like and what people like. With this in mind, this research puts the usefulness of expert movie reviews and word of mouth against each other as can be seen through the need for cognition scale and social media affinity scale.