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Media type:
E-Article
Title:
Digital Consumer Engagement: National Cultural Differences and Cultural Tightness
Contributor:
Mattison Thompson, Frauke;
Brouthers, Keith D.
Published:
SAGE Publications, 2021
Published in:
Journal of International Marketing, 29 (2021) 4, Seite 22-44
Language:
English
DOI:
10.1177/1069031x211005729
ISSN:
1069-031X;
1547-7215
Origination:
Footnote:
Description:
<jats:p> 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. </jats:p>