Predictors of electronic word-of-mouth behavior on social networking sites in the United States and Korea: Cultural and social relationship variables

Abstract

Given that consumers' electronic word-of-mouth (eWOM) communication on social networking sites (SNSs) is influenced by cultural and social background, this study examined (a) to what extent eWOM behavior is influenced by various cultural value orientations and social relationship variables and (b) how those influences differ between U.S. and Korean SNS users. The results suggest that the predictive power of cultural and social relationship variables is different between the two countries and that the difference has more to do with individual-level cultural orientation than national culture. Based on the results, several practical and theoretical implications are discussed.