数字消费者参与:国家文化差异和文化紧密性

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

摘要

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。
Digital Consumer Engagement: National Cultural Differences and Cultural Tightness
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.
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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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