Abstracts Category : Other

Cross-cultural differences in electronic word-of-mouth engagement

by Raphaela Hurter

Nowadays consumers spread and seek opinions of peers through social networks likeFacebook. Marketeers need to understand consumers online engagement and the factors thatinfluence such electronic word-of-mouth behaviour (eWOM). Culture specifically plays avital role, however, has been paid limited attention in previous research studies. This studyundertook an online survey with 107 German and 48 Portuguese Facebook users, focusing onMillennials, to understand how engagement in opinion seeking, giving and passing differsbetween both nationalities and which factors influence the behaviours respectively, namelythe social relationship variables bridging and bonding social capital, trust and tie strength. Thefindings revealed no significant differences for Germans and Portuguese in the engagementand for the factor social capital. More importantly, differences were found in thecharacteristics of the social relationships within the network. For German eWOM, keyinfluencing factors are bridging and bonding social capital, perceived tie strength and strongties. Bridging social capital and weak ties regression wise predicted German opinion seekingand passing. For Portuguese, only strong ties and bridging social capital were found toinfluence eWOM, while regression analysis revealed no significant predictors. The findingssuggest that users eWOM engagement needs to be fostered by marketeers with targeted,engaging content.Advisors/Committee Members: Martinez, Lus Fructuoso.