Testing a cultural orientation model of electronic word-of-mouth communication: a comparative study of U.S. and Korean social media users
Document Type
Article
Publication Date
1-2-2018
Abstract
Expanding electronic word-of-mouth (eWOM) literature and cross-cultural literature, this study proposes a horizontal–vertical dimensions of individualism and collectivism (HVIC)-eWOM model in a cross-cultural context. We employed HVIC at the individual level to explain the variance of eWOM communications on social media. We collected data from American and Korean social media users to examine how the hypothesized model fits the samples from each country. The analysis of the HVIC-eWOM model within and between the two countries revealed that there are some similarities and differences in influential cultural dimensions on eWOM communications in the two countries. The results suggest that vertical aspects of individualism and collectivism are significant drivers of opinion-leadership and opinion-seeking tendencies for both countries.
Publication Title
Asian Journal of Communication
Volume
28
Issue
1
First Page
74
Last Page
92
Digital Object Identifier (DOI)
10.1080/01292986.2017.1334075
ISSN
01292986
E-ISSN
17420911
Citation Information
Lee, Choi, Y., & Kim, J. (2018). Testing a cultural orientation model of electronic word-of-mouth communication: a comparative study of U.S. and Korean social media users. Asian Journal of Communication, 28(1), 74–92. https://doi.org/10.1080/01292986.2017.1334075