Digital Consumer Engagement: National Cultural Differences and Cultural Tightness

IF 4.9 2区 管理学 Q1 BUSINESS
Frauke Mattison Thompson, K. Brouthers
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引用次数: 15

Abstract

The digital ecosystem makes entry into foreign markets easier and provides new ways for consumers to engage with marketing materials (through content clicking, sharing, and electronic word-of-mouth [eWOM] behavior). While evidence has emerged that between-country cultural differences may impact digital consumer engagement (particularly eWOM), far less is known about its impact on online advertising clicking and sharing engagement or how within-country cultural variation (tightness/looseness) moderates this activity. The authors develop and test the notion that between- and within-country cultural differences lead to variations in digital consumer engagement, especially clicking and sharing behavior. Using industry data provided by a programmatic advertising firm, the authors find support for the idea that between-country differences in national cultural values impact digital engagement and that within-country cultural variation moderates these relations. In this way, they provide new insights for researchers and managers about international marketing in the digital age.
数字消费者参与:国家文化差异和文化紧密性
数字生态系统使进入国外市场更加容易,并为消费者提供了参与营销材料的新途径(通过内容点击、分享和电子口碑[eom]行为)。虽然有证据表明,国与国之间的文化差异可能会影响数字消费者的参与度(尤其是eom),但人们对其对在线广告点击和分享参与度的影响,以及国内文化差异(紧密/松散)如何调节这种活动的了解甚少。作者提出并验证了一种观点,即国家之间和国家内部的文化差异会导致数字消费者参与度的变化,尤其是点击和分享行为。利用一家程序化广告公司提供的行业数据,作者发现了以下观点的支持:国家间文化价值观的差异会影响数字参与,而国家内部文化差异会调节这些关系。通过这种方式,他们为研究人员和管理人员提供了关于数字时代国际营销的新见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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