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- W2076756074 abstract "This study explores the influence of cultural value orientations on social and personal motivations of electronic word-of-mouth (eWOM), and examines whether these motivations affect positive versus negative eWOM. Findings from a large-scale panel survey suggest that altruism was a significant predictor of eWOM giving among respondents high in individualism. Web innovativeness was a significant predictor of eWOM giving for respondents relatively low in individualism. Social outcome decision-making was a significant predictor of positive eWOM giving regardless of the respondent's degree of individualism. In addition, for respondents relatively low in individualism, social outcome-decision making was associated more with positive than with negative eWOM giving. Theoretical and practical implications of the findings are provided." @default.
- W2076756074 created "2016-06-24" @default.
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- W2076756074 date "2012-04-01" @default.
- W2076756074 modified "2023-10-18" @default.
- W2076756074 title "Exploring the Influence of Cultural Value Orientations on Motivations of Electronic Word-of-Mouth Communication" @default.
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- W2076756074 doi "https://doi.org/10.1080/15332861.2012.689568" @default.
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