Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences

How ‘social’ are social media? A cross-cultural comparison of online and offline purchase... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Communications Taylor & Francis

How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences

14 pages

Loading next page...
 
/lp/taylor-francis/how-social-are-social-media-a-cross-cultural-comparison-of-online-and-zeq7Ba9NsI

References (32)

Publisher
Taylor & Francis
Copyright
© 2013 Taylor & Francis
ISSN
1466-4445
eISSN
1352-7266
DOI
10.1080/13527266.2013.797773
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Marketing CommunicationsTaylor & Francis

Published: Mar 4, 2014

Keywords: social media; online; purchase; culture; individualism; collectivism; word of mouth

There are no references for this article.