The effects of individual cultural values and social relationship motivations on electronic word-of-mouth (eWOM): mediation analysis approach

Abstract

Purpose This study aims to investigate how cultural value orientations influence electronic word-of-mouth (eWOM) behaviors through the mediation of various social relationship motivations. In particular, this study focuses more on the influence of individual cultural value orientations rather than national culture, and its consistency between US and South Korean consumers, traditionally considered to have opposing cultural backgrounds. Design/methodology/approach Using a large sample of consumers in the US (N = 312) and South Korea (N = 360), a set of mediation analyses was conducted to test the mediating relationship between cultural value orientations (collectivism and power distance), social relationship motivations (homophily, normative/informational influence, bridging/bonding social capital and trust) and eWOM behaviors (opinion seeking, giving and passing). Findings Consumers’ individual cultural value orientations of collectivism and power distance positively affect their eWOM behaviors through several motivations to maintain and enhance social relationships with others on SNSs. For consumers in both countries, the effect of collectivism on eWOM behaviors was mediated by similar social relationship motivations. In contrast, the effect of power distance was mediated by different social relationship motivations, with particularly significant differences in normative influence and bridging/bonding social capital. Originality/value This study contributes to the identification of comprehensive mediating relationships between cultural value orientations, social relationship motivations and eWOM behaviors. It explains how certain social relationship motivations for eWOM are triggered by the characteristics of each cultural value orientation held by an individual. The results suggest that social media marketers need more accurate targeting and persuasion strategies that utilize individuals’ cultural value orientation levels and subsequent social relationship motivations, rather than simply segmenting consumers based on national culture.