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)


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.


  1. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing, 43(3), 345–354.CrossRefGoogle Scholar
  2. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.CrossRefGoogle Scholar
  3. Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (Second ed.). Thousand Oaks, CA: Sage Publications.Google Scholar
  4. Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: Software of the mind (3rd ed.). New York, NY: McGraw-Hill.Google Scholar
  5. Lam, D., Lee, A., & Mizerski, R. (2009). The effects of cultural values in word-of-mouth communication. Journal of International Marketing, 17(3), 55–70.CrossRefGoogle Scholar
  6. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224–253.CrossRefGoogle Scholar
  7. Money, B., Gilly, M. C., & Graham, J. L. (1998). Explorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the United States and Japan. Journal of Marketing, 62(4), 76–87.CrossRefGoogle Scholar
  8. Qiu, L., Lin, H., & Leung, A. (2013). Cultural differences and switching of in-group sharing behavior between an American (Facebook) and a Chinese (Renren) social networking site. Journal of Cross-Cultural Psychology, 44(1), 106–121.CrossRefGoogle Scholar
  9. Srinivasan, S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in ecommerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.CrossRefGoogle Scholar
  10. Taylor, G., Strutton, D., & Thompson, K. (2012). Self-enhancement as a motivation for sharing online advertising. Journal of Interactive Advertising, 12(2), 13–28.CrossRefGoogle Scholar
  11. Tirunillai, S., & Tellis, G. (2012). Does chatter really matter? Dynamics of user-generated content and stock performance. Marketing Science, 2, 198–215.CrossRefGoogle Scholar
  12. Triandis, H. C., McCusker, C., & Hui, H. C. (1990). Multimethod probes of individualism and collectivism. Journal of Personality and Social Psychology, 59(5), 1006–1022.CrossRefGoogle Scholar
  13. Wien, A. H., & Olsen, S. O. (2014). Understanding the relationship between individualism and word of mouth: A self-enhancement explanation. Psychology and Marketing, 31(6), 416–425.CrossRefGoogle Scholar
  14. Wright, K. (2009). Perceptions of online support providers: An examination of perceived homophily, source credibility, communication and social support within online support groups. Communication Quarterly, 48(1), 44–59.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

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

Personalised recommendations