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Is Online Sharing and Word of Mouth More Prevalent Among Collectivist Consumers?

  • Todd Pezzuti
  • James M. Leonhardt
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

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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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.University of ChileSantiagoChile
  2. 2.University of NevadaRenoUSA

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