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• W3011626412 abstract "Knowing what predicts consumers’ reliance on web-based information when making purchase decisions is crucial for managing a firm’s digital marketing strategy. The present research takes a cross-cultural perspective and finds that the cultural dimension of collectivism predicts the extent to which consumers rely on user-generated, but not brand-generated, product information when making purchase decisions. Extending research on cultural mindset to self-other perceptions on social media, we identify a conditional process by which collectivism influences seeking user-generated product information. Collectivistic consumers discount differences (e.g., differences in lifestyle, personality, or political orientation) between themselves and other social media users, which fosters a sense of similarity with others (i.e., perceived homophily). Perceived homophily increases trust and, in turn, consumers’ reliance on user-generated product information. We discuss implications for managers and public policy communications." @default.
• W3011626412 created "2020-03-23" @default.
• W3011626412 creator A5025128089 @default.
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• W3011626412 date "2020-05-01" @default.
• W3011626412 modified "2023-10-05" @default.
• W3011626412 title "We’re not so different: Collectivism increases perceived homophily, trust, and seeking user-generated product information" @default.
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• W3011626412 doi "https://doi.org/10.1016/j.jbusres.2020.03.017" @default.
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