Mine your Customers or Mine your Business: The Moderating Role of Culture in Online Word-of-Mouth Reviews
Abstract
Consumer- and producer-generated content on the Internet has become an important source of electronic word-of-mouth (eWOM) for buyers making purchasing decisions. However, the cultural effect of eWOM on firm performance remains largely unexplored. This research contributes to the extant marketing literature by examining the moderating role of culture in the relationship between eWOM and product-market performance. The author finds that...
Paper Details
Title
Mine your Customers or Mine your Business: The Moderating Role of Culture in Online Word-of-Mouth Reviews
Published Date
Jun 1, 2017
Volume
25
Issue
2
Pages
88 - 110
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