How collectivistic values affect online word-of-mouth

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...