Abstract

This introductory article synthesizes the findings of the five subsequent articles and identifies a promising direction for research on how culture may impact electronic word of mouth (eWOM). The collection of articles in this special issue fills a significant knowledge gap in the marketing literature, capturing the pervasive influence of culture on eWOM motivation, eWOM quality, and eWOM effectiveness, and also the managerial relevance of culture in both the pre-eWOM stage and the post-eWOM stage. The diversity of eWOM platforms manifested in these articles points to the fit between culture and platform design as an important direction for future research. Overall, this special issue is a first step toward enriching theoretical understanding of the multifaceted role of culture in the eWOM process.

摘要

这篇介绍性文章综合了后续五篇文章的研究结果，并确定了研究文化如何影响电子口碑 (eWOM) 的有希望的方向。本期特刊中的文章集填补了营销文献中的重大知识空白，捕捉了文化对 eWOM 动机、eWOM 质量和 eWOM 有效性的普遍影响，以及文化在 eWOM 前阶段和 eWOM 阶段的管理相关性。后eWOM阶段。这些文章中体现的 eWOM 平台的多样性，表明文化与平台设计的契合是未来研究的重要方向。总体而言，本期特刊是丰富对文化在 eWOM 过程中多方面作用的理论理解的第一步。