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Cross-cultural differences in electronic word-of-mouth engagement
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Orientador(es)
Resumo(s)
Nowadays SNSs grow in importance and still cross-cultural studies about the factors that influence the
engagement of electronic word-of-mouth are limited. Therefore, this study explores the influence of social
relationship variables on eWOM behaviors, between Ecuador and Portugal. An online survey was
conducted among 145 Ecuadorian and 47 Portuguese, Generation Y, Facebook users. The findings
displayed for Portuguese users, eWOM key motivating factors for opinion seeking is bridging social
capital, while for sharing information bonding social capital and tie strength. Contrarily in Ecuador
bridging social capital influenced three eWOM behaviors. For both cultures, bonding social capital
predicted the desire to share.
Descrição
Palavras-chave
EWOM Social network sites (SNSs) Cultural dimensions Portugal Ecuador.