Influence of Cultural Orientations on Electronic Word-of-Mouth (eWOM) in Social Media |
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| Authors: | Youngtae Choi |
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| Institution: | Department of Marketing and Logistics, Coggin College of Business, University of North Florida, Jacksonville, FL, USA |
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| 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. |
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| Keywords: | Social media within-culture variations horizontal individualism and collectivism vertical individualism and collectivism collectivism and individualism electronic word-of-mouth (eWOM) |
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