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662 Nursahira (2021)

Moviegoers frequently rely on WOM to decide whether to watch a movie online or in the theatres because WOM is typically powerful and
personal. This is consistent with our findings that movie consumption decisions are influenced by the word of mouth from the film.

■ 6.0 ACKNOWLEDGEMENT

I would like to dedicate this research to my supervisor, Prof. Dr. Rohaizat bin Baharun who always guide and advise me throughout this
research. I also would like to thanks to whoever that involve in supporting me to complete this research.

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