Influence of Cultural Orientations on Electronic Word-of-Mouth (eWOM) in Social Media
Document Type
Article
Publication Date
5-4-2019
Abstract
This study explores how horizontal/vertical individualism and collectivism (HVIC) orientations influence electronic word-of-mouth (eWOM) (i.e., opinion leadership and opinion seeking) in social media. Online survey panel data through Amazon MTurk were collected from American social media users to address the research purpose. The results, using the structural equation modeling, show that the paths from horizontal individualism to opinion leadership, vertical individualism to opinion leadership and opinion seeking, horizontal collectivism to opinion leadership, and vertical collectivism to opinion leadership and opinion seeking were significant. This study provides theoretical and managerial implications regarding the influence of HVIC orientations on eWOM in social media.
Publication Title
Journal of Intercultural Communication Research
Volume
48
Issue
3
First Page
292
Last Page
313
Digital Object Identifier (DOI)
10.1080/17475759.2019.1627388
ISSN
17475759
E-ISSN
17475767
Citation Information
Choi, Y., Kim, J. (2019) Influence of Cultural Orientations on Electronic Word-of-Mouth (eWOM) in Social Media. Journal of Intercultural Communication Research, 48(3), 292-313.