The cultural value effects on social media eWOM in the hospitality industry -A cross cultural study of comparison among China, Korea, and the USA
2
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
Electronic word-of-mouth (eWOM) in social media has been recognized as one of the most influential marketing tools across various businesses. Understanding eWOM in social media is critical to reach potential global consumers easily and quickly in the hospitality industry. However, few empirical studies in hospitality attempted to evaluate the effectiveness of eWOM in social media from a global perspective. Given the competitive climate of the hospitality market, it is meaningful for hospitality marketers toevaluate the effectiveness of eWOM in social media and the influence of cultural factors to promote customers and increase profitability globally. The main purpose of this study was to examine the influence of cultural values on social media eWOM in the hospitality industry in China, Korea, and the USA. The result of this study indicates Chinese and American people engage more than Korean people when they try to purchase hospitality product and service This study particularly provided a cross-cultural study of comparison among these countries and the findings of this study are expected to provide important practical assistance for global marketing strategies in social media.
Abstract
Electronic word-of-mouth (eWOM) in social media has been recognized as one of the most influential marketing tools across various businesses. Understanding eWOM in social media is critical to reach potential global consumers easily and quickly in the hospitality industry. However, few empirical studies in hospitality attempted to evaluate the effectiveness of eWOM in social media from a global perspective. Given the competitive climate of the hospitality market, it is meaningful for hospitality marketers toevaluate the effectiveness of eWOM in social media and the influence of cultural factors to promote customers and increase profitability globally. The main purpose of this study was to examine the influence of cultural values on social media eWOM in the hospitality industry in China, Korea, and the USA. The result of this study indicates Chinese and American people engage more than Korean people when they try to purchase hospitality product and service This study particularly provided a cross-cultural study of comparison among these countries and the findings of this study are expected to provide important practical assistance for global marketing strategies in social media.
참고문헌 (46)
- Bambauer-Sachse, S., "Brand equity dilution through negative online word-of-mouth communication", Jour nal of Retailing and Consumer Services, 18(1), pp.38~45 (2011)
- Bickart, B., "Inter net forums as influential sources of consum er information", Journal of Interactive Mark eting, 15(3), pp.31~52 (2001)
- Blackshaw, P., "Con sumer-generated media (CGM) 101: Word-o f-mouth in the age of the web-fortified con sumer", ~ (2004)
- "The consumer-controlle d surveillance culture" (2006)[URL]
- Bolotaeva, V., "Marketin g opportunities with social networks", Journal of Internet Social Networking and Virtua l Communities, pp.1~8 (2010)
- Buhalis, D., "Progress in information technology and tourism manage ment: 20 years on and 10 years after the In ternet", The state of eTourism research. To urism Management, 60, pp.9~15 (2008)
- Chau, Patrick, Y. K., "Cultural differences in the online be havior of consumers", Communications of the ACM, 45(10), pp.138~143 (2002)
- Cheung, C. M., "The impact of electronic word-of-m outh: The adoption of online opinions in onli ne customer communities", Internet Research, 18(3), pp.229~247 (2008)
- Chu, S., "Determinants of consumer engagement in electronic word-of -mouth (eWOM) in social networking sites", International Journal of Advertising, 30(1), pp.47~75 (2011)
- Dorfman, P. W., "Dimensions of national culture and effecti ve leadership patterns: Hofstede revisited", Advances in international comparative man agement, 3, pp.127~150 (1988)
- Fodness, D., "Touris t information search", Annual of Tourism Research, 24(3), pp.503~523 (1997)
- Gaspay, A., "Software of the mind - a review of applications of hofstede's theory to it research", Journal of Information Technology Theory and Application, 9(3), pp.1~37 (2008)
- Gelb, B. D., "Adap ting to word of mouse", Business Horizons, 45(4), pp.21~25 (2002)
- Han, S. M., "Motivations for providin g and seeking eWOM: A cross cultural co mparison of U.S. and Korean college students", pp.2008
- Hennig-Thurau, T., "Electronic wo rd-of-mouth via consumer-opinion platform s : what motivates consumers to articulate themselves on the Internet?", Journal of In teractive Marketing, 18(1), pp.38~52 (2004)
- Hermeking, M., "Culture and Internet consumption: Contributions from cross-cult ural marketing and advertising research", Journal of Computer-Mediated Communication, 11(1) (2005)
- Hofstede, G., "Culture'sConsequences : I nternational Differences in Work Related V alues. Sage" (1980), Sage Publica tions
- Hofstede, G., "Motivation, Leadershi p, and Organization: do American theories apply abroad?", Organizational Dynamics, 9(1), pp.42~63 (1980)
- Hofstede, G., "National cultures in fo ur dimensions-A research-based theory of cultural differences among nations", Interna tional Studies of Management and Organiz ation, 13(1), pp.46~74 (1983)
- Internet World Stats, "World Internet users and 2014 population stats", ~ (2014)
- Ip, C., "Progress and development of information and communication technologies in hospitality", International Journal of Contemporary Hospitality Management, 23(4), pp.533~551 (2011)
- Jalilv M. R., "The effect of word of mouth on inbound tourists' decision for traveling to Islamic destinations (the case of Isfah an as a tourist destination in Iran)", Journal of Islamic Marketing, 3(1), pp.12~21 (2012)
- Jeng, J., "Con ceptualizing the travel decision-making hier archy: A review of recent developments", Tourism Analysis, 7(1), pp.15~32 (2002)
- Jobs, C., "Less is Mor e for Online MARCOM in Emerging Mark ets: Linking Hofstede’s Cultural Dimensions and Higher Relative Preferences for Micro blogging in Developing Nations", Academy of Marketing Studies Journal, 16(2), pp.79~96 (2012)
- "Social media marketing in t he hospitality industry: The role of benefit s in increasing brand community participati on and the impact of participation on cons umer trust and commitment toward hotel a nd restaurant brands. Iowa State Universit y). ProQuest Dissertations and Theses" (2011)[URL]
- Kaplan, A. M., "Us ers of the world, unite! The challenges and opportunities of Social Media", Business ho rizons, 53(1), pp.59~68 (2010)
- Kirkman, B. L., "A quarter century of culture's consequences: A review of empirical rese arch incorporating hofstede's cultural value s framework", Journal of International Bus iness Studies, 37(3), pp.285~320 (2006)
- Koester, J., "Intercultu ral competence: Interpersonal communicatio n across cultures" (2012), Pearson Prentice Hall
- Kozinets, R. V., "Networked nar ratives: Understanding word-of-mouth mar keting in online communities", Journal of marketing, 74(2), pp.71~89 (2010)
- Kralisch, A., "Cultur al determinants of search behaviour on we b sites", Proceedings of the IWIPS2004 Conference on culture, trust, and design i nnovation, pp.61~74 (2004)
- Lam, D., "The Effects of Cultural Values in Word-o f-Mouth Communication", Journal of Intern ational Marketing, 17(3), pp.55~70 (2009)
- Law, R., "Information technology applications in hos pitality and tourism : a review of publicatio ns from 2005-2007", Journal of Travel &Tourism Marketing, pp.599~623 (2009)
- Leung, D., "Social Media in Tourism an d Hospitality : A Literature Review", Journ al of Travel & Tourism Marketing, 30(1), pp.3~22 (2013)
- Litvin, S. W., "Electronic Word-of-Mouth in Hospit ality and Tourism Management", Tourism Management, 29(2), pp.458~468 (2008)
- Litvin, S. W., "Responses to consumer-generated media i n the hospitality marketplace An empirical study", Journal of Vacation Marketing, 18(2), pp.135~145 (2012)
- Okazaki, S., "Socia l media and international advertising: theor etical challenges and future directions", Int ernational Marketing Review, 30(1), pp.56~71 (2013)
- Paris, C. M., "The role of social media in promoting spe cial events: acceptance of Facebook Event s", Information and Communication Techno logiesin Tourism, 14, pp.531~541 (2010)
- "Executive fire officers' st rategic thinking capabilities and the irrelati onship with information and communication technology. Florida Atlantic University). Pr o Quest Dissertations and Theses" (2010)[URL]
- Trusov, M., "Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an In ternet Social Networking Site", Journal of Marketing, 73(3), pp.90~102 (2009)
- Volo, S., "Bloggers’ reported tourist e xperiences: Their utility as a tourism data source and their effect on prospective touri sts", Journal of Vacation Marketing, 16(4), pp.297~311 (2010)
- Wang, Y., "M odeling participation in an online travel co mmunity", Journal of Travel Research, 42(3), pp.261~270 (2004)
- Xiang, Z., "Role of social media in online travel information se arch", Tourism Management, 31(2), pp.179~188 (2010)
- Yoo, Y, "The Strategic Management o f Intellectual Capital and Organizational Knowledge", pp.421~434 (2002), Oxford University Press
- "An experimental study of consumer's attitudes toward the web: Cros s-cultural analysis of cultural value sand o nline consumer behavior" (2007)[URL]
- Yoon, S. N., "The effects of electroni c word-of-mouth systems(EWOMS)on th e acceptance of recommendation" (2008), THE UNIVERSITY OF NEBRASKA-LINCOLN
- "Cultural Differences and information Technology Acceptance" (2003)[URL]