The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences
Abstract
Traditional word of mouth (WOM) involves personal communications among family, friends, and others. Today, social media sites like Facebook offer the possibility of electronic word of mouth (eWOM), a mediated form of WOM. Little is known about the best way for marketers to use social media. Even less is known about international differences in consumer usage of social media and how eWOM influences consumer decision-making. This study helps address that research gap and uses cultural dimensions to compare the use of social media and other information sources for consumer decision-making across 50 countries. The results indicate that the use of information sources that influence online purchase decisions strongly varies by culture. For example, relationship-oriented collectivists rely to a greater extent than individualists on social media, which are an alternative for interpersonal WOM communication. Interestingly culture affects the influence of social media on purchases differently than the influence of traditional WOM through family or friends. Furthermore, there are major differences in online complaint behavior by country, due to cultural variations.
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Citations
Cites
Cultures and Organizations: Software of the Mind.
Triandis, H. C., & Hofstede, G. (1993) · Administrative Science Quarterly · doi:10.2307/2393257 · Cited by 17,696
Product/Consumption-Based Affective Responses and Postpurchase Processes
Westbrook, R. A. (1987) · Journal of Marketing Research · doi:10.1177/002224378702400302 · Cited by 2,462 · cited 1×
“WOM, or ‘informal communications directed at other consumers about the ownership, usage, or characteristics of particular goods and services and/or their sellers’ (Westbrook 1987, 261), has typically been viewed as an effective influence on purchase decisions.”
BackgroundA cross-cultural study of interpersonal information exchange
Dawar, N., Parker, P. M., & Price, L. J. (1996) · Journal of International Business Studies · doi:10.1057/palgrave.jibs.8490142 · Cited by 276
Vasalou, A., Joinson, A. N., & Courvoisier, D. (2010) · International Journal of Human-Computer Studies · doi:10.1016/j.ijhcs.2010.06.002 · Cited by 269
Cited by
Consumer behavior in social commerce: A literature review
Zhang, K. Z. K., & Benyoucef, M. (2016) · Decision Support Systems · doi:10.1016/j.dss.2016.04.001 · Cited by 631
Fostering public trust in science: The role of social media
Huber, B., Barnidge, M., Gil de Zúñiga, H., & Liu, J. (2019) · Public Understanding of Science · doi:10.1177/0963662519869097 · Cited by 231
The Effect of Social Media on Perceived Information Credibility and Decision Making
Cooley, D., & Parks-Yancy, R. (2019) · Journal of Internet Commerce · doi:10.1080/15332861.2019.1595362 · Cited by 183
Influence of young consumers’ external and internal variables on their e-loyalty to tourism sites
Buhalis, D., Parra López, E., & Martinez-Gonzalez, J. A. (2020) · Journal of Destination Marketing & Management · doi:10.1016/j.jdmm.2020.100409 · Cited by 120
Gvili, Y., & Levy, S. (2021) · Journal of Marketing Communications · doi:10.1080/13527266.2019.1633552 · Cited by 83
Metadata
- Authors
- Goodrich, K., & de Mooij, M.
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2013-06-10
- Volume
- 20
- Issue
- 1-2
- Pages
- 103-116
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W2101117624
- Cited by
- 297
- References
- 4
- FWCI
- 30.91
- Type
- journal article
- Language
- en
- Open access
- closed
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