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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
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Ewom Facebook Cross-cultural issues Social interactions