How collectivistic values affect online word-of-mouth

Todd Pezzuti and James M. Leonhardt

This research uncovers a social factor that helps to explain how a consumer's cultural orientation affects the extent to which they engage in online word-of-mouth (eWOM).

Introduction

Consumers often go online to share their opinions about products with other consumers (eWOM; Ham et al., 2018; Moore & Lafreniere, 2020). As with traditional word-of-mouth, eWOM influences important marketing outcomes, such as customer loyalty (Srinivasan et al., 2002), product sales (Rosario et al., 2016), and even stock market performance (Tirunillai & Tellis, 2012). The extent that consumers engage in eWOM is known to be affected by personal motivations, such as the need to belong (Breazeale, 2009), the desire to help others (Hennig-Thurau et al., 2004), and self-enhancement (Okazaki et al., 2014).

Cultural factors are also thought to influence...

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