The role of individualism, collectivism, and promotional reward type on consumer response to amplified word-of-mouth strategies

Purpose This study aims to understand the effect of cultural dimension (individualism/ collectivism) on promotional rewards (social or economic) resulting in incentivizing consumers to engage in electronic word-of-mouth (eWOM), further impacting their repurchase intentions. Design/methodology/approa...

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Bibliographic Details

Published in:	The Journal of consumer marketing Vol. 41; no. 3; pp. 298 - 313
Main Authors:	Rawal, Monika, Saavedra Torres, Jose Luis, Bagherzadeh, Ramin, Rani, Suchitra, Melancon, Joanna
Format:	Journal Article
Language:	English
Published:	Santa Barbara Emerald Publishing Limited 26-04-2024 Emerald Group Publishing Limited
Subjects:	Collectivism Consumers Culture Incentives Individualism Marketing Product reviews Purchase intention Social networks Promotional rewards Repurchase intention Collectivism Culture Individualism eWOM
Online Access:	Get full text
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