Influence of Cultural Orientations on Electronic Word-of-Mouth (eWOM) in Social Media
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.
Journal of Intercultural Communication Research
Digital Object Identifier (DOI)
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.