Publikacja:
International Contexts of Social Media and e-WoM Communication in the Customer Decision-Making Process
Data
2018
Artykuł
Przeszukaj czasopismo| cris.legacyid | 4833 |
| cris.virtual.journalance | #PLACEHOLDER_PARENT_METADATA_VALUE# |
| cris.virtualsource.journalance | dc92c553-0411-4522-97d5-b7ef33169392 |
| dc.abstract.pl | Purpose: The main purpose of the paper is to identify the importance of social media in e-WoM (electronic word of mouth) in relation to the two stages of consumer behavior, pre-purchase and post-consumption, in groups of different gender and countries. The article answers three research questions. Whether the frequency of using the most popular social media influences the range of using them in e-WoM among individual users? Which stage of consumer behavior process is more dependent on social media, pre-purchase or post-consumption? Do any differences exist between men and women in the scope under consideration? Methodology: The analysis bases on literature studies and empirical data collected among 1246 respondents from four countries: China, Poland, the United States of America, and Turkey. Findings: General conclusions show differences between these countries in relation to the use of social media for e-WoM. Moreover, results confirmed the findings of literature analysis wherever consumers used social media at the stage of looking for information and advice about products (pre-purchase). Gender appeared as a significant differentiating factor that influences e-WoM behavior. Research limitations: The design of the research (samples’ size and sampling method) could place some limits on the capacity of the study to generalize the results to other national contexts. Research implications: The results offer information for marketers who use social media communication to build brands’ loyalty in the international marketplace and individuals who rely on experiences shared through social media. Originality: The content of the paper is important, timely, original, and focusses on the subject infrequently studied in the literature. The information from the paper applies to numerous groups of stakeholders. |
| dc.contributor.affiliation | Poznań University of Economics and Business |
| dc.contributor.author | Małgorzata Bartosik-Purgat |
| dc.date.accessioned | 2025-07-25T16:01:10Z |
| dc.date.available | 2025-07-25T16:01:10Z |
| dc.date.issued | 2018 |
| dc.date.published | 2018 |
| dc.description.issue | 2 |
| dc.description.physical | 16-33 |
| dc.description.volume | 26 |
| dc.identifier.doi | 10.7206/jmba.ce.2450-7814.226 |
| dc.identifier.issn | 2658-0845 |
| dc.identifier.uri | https://repozytorium.kozminski.edu.pl/handle/item/1604 |
| dc.language | en |
| dc.relation.ispartof | Central European Management Journal |
| dc.relation.pages | 16-33 |
| dc.rights | CC-BY-NC-ND-4.0 |
| dc.subject | social media |
| dc.subject | e-WOM |
| dc.subject | communication |
| dc.subject | gender |
| dc.subject | consumer behavior process |
| dc.title | International Contexts of Social Media and e-WoM Communication in the Customer Decision-Making Process |
| dc.type | Article |
| dspace.entity.type | Publication |