Cultural Values and Their Impact on Electronic Word-of-Mouth (eWOM) Behavior: An Extended Abstract

Dang, Anh; Nandakumar, Girish Sreevatsan

doi:10.1007/978-3-319-47331-4_248

Cited by 2 publications

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“…A low perceived cultural distance would encourage interaction and its potential outcomes. Culture can influence consumers' purchase decisions or visit intentions (Dang and Nandakumar, 2017) and acculturation orientations (Liu et al, 2018). Investigations unveil that cultural distance has a negative impact on destination choice (Yang et al, 2016;Yang et al, 2018).…”

Section: Cultural Distance and Enrollment Intentionsmentioning

confidence: 99%

“…Existing empirical work has identified electronic referral (eReferral; Al-Htibat and Garanti, 2019), electronic word-of-mouth (eWOM; Ladhari and Michaud, 2015), familiarity (Mittendorf, 2018) and cultural distance (Dang and Nandakumar, 2017; McGladdery and Lubbe, 2017a) as determinants of purchase decisions, tourist engagement and visit intentions in other contexts. The lack of empirical evidence in the ed-tour context warrants further investigations.…”

Section: Introductionmentioning

confidence: 99%

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Do eReferral, eWOM, familiarity and cultural distance predict enrollment intention? An application of an artificial intelligence technique

Oday

Öztüren

İlkan

et al. 2021

JHTT

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Purpose Little empirical attention has been paid to the effects of electronic word-of-mouth (eWOM), electronic referral (eReferral), familiarity and cultural distance on behavioral outcomes, especially within the context of educational tourism. Based on the social network theory, this paper aims to explore the effects of eReferral, eWOM, familiarity and cultural distance on enrollment intention. Design/methodology/approach Survey data (n = 931) were obtained from educational tourists using a judgmental sampling technique. Linear modeling and artificial intelligence (i.e. artificial neural network [ANN]) techniques were used for training and testing the proposed associations. Findings The results suggest that eReferral, eWOM, familiarity and cultural distance predict intention to enroll both symmetrically (linear modeling) and asymmetrically (ANN). The asymmetric modeling possesses greater predictive validity and relevance. Originality/value This study contributes theoretically and methodologically to the management literature by validating the proposed relationships and deploying contemporary methods such as the ANN. Implications for practice and theory are discussed.

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Section: Cultural Distance and Enrollment Intentionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Do eReferral, eWOM, familiarity and cultural distance predict enrollment intention? An application of an artificial intelligence technique

Oday

Öztüren

İlkan

et al. 2021

JHTT

View full text Add to dashboard Cite

show abstract

“…In addition, studies have established that word of mouth is influenced by culture (Alrwashdeh, Emeagwali, & Aljuhmani, 2019;Banerjee & Chai, 2019;Dang & Nandakumar, 2017). The role played by national differences in WOM and service evaluations has received a large amount of attention in hospitality and tourism research (Mariani, Borghi, & Okumus, 2020;Shavitt & Barnes, 2020).…”

Section: Introductionmentioning

confidence: 99%

Beyond Positive and Negative eWOM: The Role of Trust Propensity and Individuation in Shaping Consumers’ Perception of Brand Image

Wang

McCarthy

2021

International Journal of Hospitality & Tourism Administrati

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This study aims to identify the impact of psychological mechanisms, such as trust propensity and individuation, on response to eWOM by differentiating between volume of positive/negative eWOM and net eWOM valence (e.g., when positive eWOM volume exceeds negative eWOM volume and vice versa). Analysis based on 428 survey responses from Australia and China shows that positive eWOM positively influences brand image, particularly for individuals with a high trust propensity. Surprisingly, negative eWOM does not affect brand image, but negative net valence is influential, particularly for consumers with a high trust propensity and those scoring high on individuation.

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Cultural Values and Their Impact on Electronic Word-of-Mouth (eWOM) Behavior: An Extended Abstract

Cited by 2 publications

References 0 publications

Do eReferral, eWOM, familiarity and cultural distance predict enrollment intention? An application of an artificial intelligence technique

Do eReferral, eWOM, familiarity and cultural distance predict enrollment intention? An application of an artificial intelligence technique

Beyond Positive and Negative eWOM: The Role of Trust Propensity and Individuation in Shaping Consumers’ Perception of Brand Image

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