Is Online Sharing and Word of Mouth More Prevalent Among Collectivist Consumers?
The growing importance of user-generated content in the form of online sharing and word of mouth (eWOM) is widely recognized among marketing scholars and practitioners. The present research examines how the cultural dimension of collectivism influences consumer sharing and eWOM on social networking sites (e.g., Facebook). The results provide initial evidence of a positive relationship between collectivism and eWOM and inform practitioners on how to increase consumer sharing and eWOM on social networking sites.
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