Social network sites (SNS) facilitate eWOM communication among consumers of different cultures. Building on contact theory and the theory of planned behavior, we propose a conceptual framework that integrates intercultural factors as predictors of minority consumers’ engagement with eWOM communicated by and to individuals of the dominant culture on social media. A partial least squares (PLS) analysis on data collected from the Israeli-Arab minority shows that intercultural factors (i.e., acculturation, social interaction, and language proficiency) are antecedents of minority consumer engagement with eWOM. However, this relationship is mediated by consumer beliefs (attitudes, subjective norms, and perceived behavioral control) concerning this behavior, and moderated by the cultural distance between minority and dominant culture consumers. The findings help marketers plan marketing communications that engage audiences meaningfully and generate positive eWOM when targeting ethnic-cultural minorities. The current study contributes to our understanding of minority consumers’ engagement with eWOM communicated by and to members of the hegemonic culture. It further contributes to consumer engagement theory and acculturation research by supporting the post-assimilationist view. The proposed model is highly valuable in light of the importance of the concept of consumer engagement in marketing research.

中文翻译：

---

少数民族消费者在社交媒体上通过电子口碑 (eWOM) 参与：跨文化因素的关键作用

社交网站 (SNS) 促进了不同文化的消费者之间的 eWOM 交流。在接触理论和计划行为理论的基础上，我们提出了一个概念框架，该框架将跨文化因素作为少数族裔消费者参与社交媒体上主流文化个人交流的 eWOM 的预测因素。对从以色列-阿拉伯少数民族收集的数据进行的偏最小二乘 (PLS) 分析表明，跨文化因素（即文化适应、社会互动和语言能力）是少数民族消费者参与 eWOM 的前因。然而，这种关系是由消费者对这种行为的信念（态度、主观规范和感知的行为控制）调节的，并由少数文化消费者和主流文化消费者之间的文化距离所调节。这些发现有助于营销人员规划营销传播，以有意义地吸引受众并在针对少数民族文化时产生积极的电子口碑。目前的研究有助于我们了解少数族裔消费者参与由霸权文化成员传达的电子口碑。它通过支持后同化主义观点进一步促进了消费者参与理论和文化适应研究。鉴于消费者参与概念在营销研究中的重要性，所提出的模型非常有价值。目前的研究有助于我们了解少数族裔消费者参与由霸权文化成员传达的电子口碑。它通过支持后同化主义观点进一步促进了消费者参与理论和文化适应研究。鉴于消费者参与概念在营销研究中的重要性，所提出的模型非常有价值。目前的研究有助于我们了解少数族裔消费者参与由霸权文化成员传达的电子口碑。它通过支持后同化主义观点进一步促进了消费者参与理论和文化适应研究。鉴于消费者参与概念在营销研究中的重要性，所提出的模型非常有价值。