![Sample our Area Studies journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5922/TOC-Subject-Sample-2021-Area-Studies.jpg"})
ABSTRACT
Expanding electronic word-of-mouth (eWOM) literature and cross-cultural literature, this study proposes a horizontal–vertical dimensions of individualism and collectivism (HVIC)-eWOM model in a cross-cultural context. We employed HVIC at the individual level to explain the variance of eWOM communications on social media. We collected data from American and Korean social media users to examine how the hypothesized model fits the samples from each country. The analysis of the HVIC-eWOM model within and between the two countries revealed that there are some similarities and differences in influential cultural dimensions on eWOM communications in the two countries. The results suggest that vertical aspects of individualism and collectivism are significant drivers of opinion-leadership and opinion-seeking tendencies for both countries.
Disclosure statement
No potential conflict of interest was reported by the authors.
Notes on contributors
Chunsik Lee (Ph.D., University of Florida) is teaching strategic communications and emerging media at the University of North Florida. His research interests focus on the new media advertising effects, consumer online trust, and social media.
Youngtae Choi (Ph.D., Texas A&M-College Station) teaches international, social media and fundamentals of marketing at the University of North Florida. His research focuses on social media marketing and culture-based international consumer behavior.
Junga Kim (Ph.D., University of Florida) is an assistant professor in the Department of Communication at the University of North Florida. Her primary research interests lie in information seeking behavior, interpersonal communication on the Internet, and effects of interactive advertising.