Title

Influence of Cultural Orientations on Electronic Word-of-Mouth (eWOM) in Social Media

Document Type

Article

Publication Date

5-4-2019

Subject Area

ARRAY(0x556eecc516b8)

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

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