Publicação
Cross-cultural differences in electronic word-of-mouth engagement: the role of social capital, trust and tie strength in a sample of German and Portuguese Millennials
| Resumo: | Nowadays consumers spread and seek opinions of peers through social networks like Facebook. Marketeers need to understand consumers’ online engagement and the factors that influence such electronic word-of-mouth behaviour (eWOM). Culture specifically plays a vital role, however, has been paid limited attention in previous research studies. This study undertook an online survey with 107 German and 48 Portuguese Facebook users, focusing on Millennials, to understand how engagement in opinion seeking, giving and passing differs between both nationalities and which factors influence the behaviours respectively, namely the social relationship variables bridging and bonding social capital, trust and tie strength. The findings revealed no significant differences for Germans and Portuguese in the engagement and for the factor social capital. More importantly, differences were found in the characteristics of the social relationships within the network. For German eWOM, key influencing factors are bridging and bonding social capital, perceived tie strength and strong ties. Bridging social capital and weak ties regression wise predicted German opinion seeking and passing. For Portuguese, only strong ties and bridging social capital were found to influence eWOM, while regression analysis revealed no significant predictors. The findings suggest that users’ eWOM engagement needs to be fostered by marketeers with targeted, engaging content. |
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| Autores principais: | Hurter, Raphaela |
| Assunto: | Ewom Facebook Cross-cultural issues Social interactions |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Nowadays consumers spread and seek opinions of peers through social networks like Facebook. Marketeers need to understand consumers’ online engagement and the factors that influence such electronic word-of-mouth behaviour (eWOM). Culture specifically plays a vital role, however, has been paid limited attention in previous research studies. This study undertook an online survey with 107 German and 48 Portuguese Facebook users, focusing on Millennials, to understand how engagement in opinion seeking, giving and passing differs between both nationalities and which factors influence the behaviours respectively, namely the social relationship variables bridging and bonding social capital, trust and tie strength. The findings revealed no significant differences for Germans and Portuguese in the engagement and for the factor social capital. More importantly, differences were found in the characteristics of the social relationships within the network. For German eWOM, key influencing factors are bridging and bonding social capital, perceived tie strength and strong ties. Bridging social capital and weak ties regression wise predicted German opinion seeking and passing. For Portuguese, only strong ties and bridging social capital were found to influence eWOM, while regression analysis revealed no significant predictors. The findings suggest that users’ eWOM engagement needs to be fostered by marketeers with targeted, engaging content. |
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