Metrika

  • citati u SCIndeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:29
  • preuzimanja u poslednjih 30 dana:24

Sadržaj

članak: 2 od 41  
Back povratak na rezultate
2020, vol. 51, br. 2, str. 88-97
"Word of mouth" na internetu - analiza kroskulturnih razlika
Univerzitet u Beogradu, Ekonomski fakultet

e-adresasanja@ekof.bg.ac.rs
Ključne reči: elektronski word of mouth; nacionalna kultura; individualističke kulture; kolektivističke kulture; onjaln potrošačke recenzije
Sažetak
Sa razvojem interneta i tehnologije generisanja sadržaja od strane korisnika neformalna komunikacija ("word of mouth") se pojavila i u onlajn okruženju. Zbog sve većeg intenziteta "word of mouth-a" na internetu u vidu komentar, recenzija i ocena koji potrošači objavljuju o proizvodima i uslugama, kao i potencijalnog uticaja koji ova komunikacija ima na ponašanje potrošača, ova tema je postala aktuelna u akademskoj literaturi. Tema ovog rada su kroskulturne razlike u generisanju word of mouth-a na internetu. Cilj rada je pokazati na koji način dimenzije nacionalnih kultura, prema metodologiji Hofstede-a i projekta Globe, utiču na generisanje elektronskog word of mouth-a, na primeru 15 zemalja Evrope. Među analiziranim zemljama se nalaze i zemlje Zapadnog Balkana i istočne Evrope, koje nisu bile obuhvaćene kroskulturnim studijama. Rezultati pokazuju da pripadnici individualističkih kultura, sa visokim stepenom izbegavanja neizvesnosti, kao i visokog institucionalnog kolektivizma u većem stepenu generišu eWOM, u odnosu na pripadnike kolektivističkih kultura, a posebno u slučaju visokog kolektivizma unutar grupe.
Reference
*** (2020) Hofsted insight. www.hofstede-insights.com, preuzeto 05.05
Batra, R., Keller, K.L. (2016) Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6): 122-145
Chatterjee, P. (2001) Online reviews: Do consumers use them?. u: Advances in consumer research, 28, 129-133
Chen, Y., Tang, K., Wu, C., Jheng, R. (2014) Predicting the influence of users' posted information for eWOM advertising in social networks. Electronic Commerce Research and Applications, 13(6): 431-439
Cheung, C.M.K., Thadani, D.R. (2012) The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1): 461-470
Cheung, M.Y., Luo, C., Sia, C.L., Chen, H. (2009) Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4): 9-38
Chhokar, J.S., Brodbeck, F.C., House, R.J., eds (2007) Culture and leadership across the world: The GLOBE book of in-depth studies of 25 societies. Mahwah-London-New York: Taylor & Francis Group - Lawrence Erlbaum Associates
Chih, W., Wang, K., Hsu, L., Huang, S. (2013) Investigating electronic word-of-mouth effects on online discussion forums: The role of perceived positive electronic word-of-mouth review credibility. Cyberpsychology, Behavior, and Social Networking, 16(9): 658-668
Christodoulides, G., Michaelidou, N., Argyriou, E. (2012) Cross-national differences in e-WOM influence. European Journal of Marketing, 46(11/12): 1689-1707
Chu, S., Choi, S.M. (2011) Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing, 24(3): 263-281
Dogruel, L., Xiaoming, H. (2016) Movie selection and E-WOM preference: A cross-cultural perspective. International Journal of Communication, 10: 2934-2954
Globe (2020) https://globeproject.com/results/clusters
Hennig-Thurau, T., Gwinner, K.P., Walsh, G., Gremler, D.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
House, J.R., Hanges, J.P., Javidan, M., Dorfman, W.P., Gupta, V., eds (2004) Culture, leadership, and organizations: The GLOBE study of 62 societies. Thousand Oaks, CA: Sage Publications
Ismagilova, E., Dwivedi, K.Y., Slade, E., Williams, D.M. (2017) Electronic Word of Mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Cham: Springer
Ismagilova, E., Slade, E.L., Rana, N.P., Dwivedi, Y.K. (2019) The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers
Kim, J.M., Jun, M., Kim, C.K. (2018) The effects of culture on consumers' consumption and generation of online reviews. Journal of Interactive Marketing, 43: 134-150
Koo, D.M. (2016) Impact of tie strength and experience on the effectiveness of online service recommendations. Electronic Commerce Research and Applications, 15 (1), 38-51
Ladhari, R., Michaud, M. (2015) eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46(3): 36-45
Lee, J., Hong, B. I. (2019) Consumer's electronic word-of-mouth adoption: The trust transfer perspective. International Journal of Electronic Commerce, 23(4): 595-627
Lee, M., Youn, S. (2009) Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3): 473-499
Luo, C., Wu, J., Shi, Y., Xu, Y. (2014) The effects of individualism-collectivism cultural orientation on eWOM information. International Journal of Information Management, 34(4): 446-456
Luo, Q., Zhong, D. (2015) Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management, 46: 274-282
Luo, X., Gu, B., Zhang, J., Phang, C.W. (2017) Expert blogs and consumer perceptions of competing brands. MIS Quarterly, 41(2): 371-395
Mansour, O., Farmanesh, P. (2020) Does gender matter?: Acceptance and forwarding of electronic word of mouth: A moderated mediation analysis. Management Science Letters, 10(7): 1481-1486
Messner, W. (2020) Cultural and individual differences in online reviews. Journal of International Consumer Marketing, 1-27
Nisar, T.M., Prabhakar, G., Ilavarasan, P. V., Baabdullah, A.M. (2020) Up the ante: Electronic word of mouth and its effects on firm reputation and performance. Journal of Retailing and Consumer Services, 53: 101726-101726
Park, C., Lee, T.M. (2009) Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1): 61-67
Pentina, I., Basmanova, O., Zhang, L., Ukis, Y. (2015) Exploring the role of culture in eWOM adoption. MIS Review, 20(2): 1-26
Qiu, L., Pang, J., Lim, K.H. (2012) Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence. Decision Support Systems, 54(1): 631-643
Rieh, S.Y. (2002) Judgment of information quality and cognitive authority in the Web. Journal of the American Society for Information Science and Technology, 53(2): 145-161
Schmäh, M., Wilke, T., Rossmann, A., eds (2017) Electronic word-of-mouth: A systematic literature analysis. u: Rossmann A; Zimmermann A. [ur.] Lecture Notes in Informatics (LNI): Digital enterprise computing, Gesellschaft für Informatik, Bonn, 147-158
Senecal, S., Nantel, J. (2004) The influence of online product recommendations on consumers' online choices. Journal of Retailing, 80(2): 159-169
Serra, C.A., Salvi, F. (2014) New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36: 41-51
Stamolampros, P., Dousios, D., Korfiatis, N. (2020) Evaluating domestic bias on airline passengers' ratings: The moderating effect of cultural value orientation. International Journal of Hospitality Management, 87: 102466-102466
Statista (2015) Consumer trust in advertising worldwide from 2007 to 2015, by ad format. www.statista.com/statistics/222698/consumer-trust-in-different-types-of-advertising/, preuzeto 25.04.2020
Sundaram, D.S., Mitra, K., Webster, C. (1998) Word-of mouth communications: A motivational analysis. Advances in Consumer Research, 527-531; 25
Sun-Jae, D., Hwang, J.S. (2009) How consumers evaluate eWOM (Electronic Word-of-Mouth) messages. Cyberpsychology & Behavior, 12(2), 193-197
Tang, L. (2017) Mine your customers or mine your business: The moderating role of culture in online word-of-mouth reviews. Journal of International Marketing, 25(2): 88-110
Wang, S., Cunningham, R. N., Eastin, S. M. (2015) The impact of eWOM message characteristics on the perceived effectiveness of online consumer reviews. Journal of Interactive Advertising, 15(2): 151-159
Xie, K.L., Kam, F.S.K., Wang, W. (2017) Joint effects of management responses and online reviews on hotel financial performance: A data-analytics approach. International Journal of Hospitality Management, 62: 101-110
Zhang, J., Lee, W. (2012) Exploring the influence of cultural value orientations on motivations of electronic word-of-mouth communication. Journal of Internet Commerce, 11(2): 117-138
 

O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt2002088M
objavljen u SCIndeksu: 18.09.2020.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0