The effects of social capital on cross-cultural eWOM communication in minority-mainstream consumer interactions on social media

IF 2.7 4区 管理学 Q2 BUSINESS International Journal of Emerging Markets Pub Date : 2024-01-08 DOI:10.1108/ijoem-03-2023-0389
Shalom Levy, Yaniv Gvili, Hayiel Hino
{"title":"The effects of social capital on cross-cultural eWOM communication in minority-mainstream consumer interactions on social media","authors":"Shalom Levy, Yaniv Gvili, Hayiel Hino","doi":"10.1108/ijoem-03-2023-0389","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>A structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (<em>N</em> = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>The findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.</p><!--/ Abstract__block -->","PeriodicalId":47381,"journal":{"name":"International Journal of Emerging Markets","volume":"23 1","pages":""},"PeriodicalIF":2.7000,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Emerging Markets","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/ijoem-03-2023-0389","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Purpose

Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.

Design/methodology/approach

A structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.

Findings

The findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.

Practical implications

The findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.

Originality/value

The present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
社交媒体上少数民族与主流消费者互动中社会资本对跨文化网络口碑传播的影响
目的:社交媒体网站促进了不同文化和种族的消费者之间的电子口碑(eWOM)交流。本研究以计划行为理论(TPB)为基础,提出了少数民族消费者参与与主流文化相关的电子口碑传播的概念框架。该模型将社会资本和社会互动作为影响少数民族消费者和主流消费者之间跨文化网络口碑交流的关键因素。本研究还旨在探索少数群体消费者对源自多数群体成员的网络口碑传播的反应。结构方程建模(SEM)程序适用于从两个少数群体社区的社交媒体(Facebook)用户(N = 539)处收集的数据:研究结果研究结果表明:(a) 少数民族消费者对网络口碑的参与与社会资本间接相关,(b) 这种关系受少数民族消费者对与主流文化群体进行网络口碑互动的态度和主观规范的影响,(c) 少数民族与主流文化的社会互动增强了社会资本对网络口碑参与的影响,(d) 不同文化少数群体对网络口碑的行为参与各不相同,这取决于少数群体独特的文化特征。研究结果对在营销和商业活动中使用社交媒体的从业人员具有管理意义,因为研究结果表明,网络口碑传播的有效性取决于管理者所针对的少数民族消费者群体的文化特征。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
5.90
自引率
14.80%
发文量
206
期刊最新文献
Comparative analysis of aggregate and sectoral time-varying market efficiency in the Russian stock market during the COVID-19 outbreak and the Russia–Ukraine conflict (RUC) Run, not walk: advanced red queen effect and mutual forbearance effect in multimarket contact Revisiting oil-stock nexus in the time of health crisis: a wavelet approach Rhetorical strategies in the climate change disclosures of Bangladeshi banking companies Exploring panic buying as a situational response – the role of fear, media exposure and context-specific paranoia
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1