The effects of cultural values in word-of-mouth communication Lam, Desmond, Lee, Alvin and Mizerski, Richard 2009, The effects of cultural values in word-of-mouth communication, Journal of international marketing, vol. 73, no. 3, pp. 55-70. Attached Files Name Description MIMEType Size Downloads Title The effects of cultural values in word-of-mouth communication Author(s) Lam, Desmond Lee, Alvin orcid.org/0000-0002-5364-9124 Mizerski, Richard Journal name Journal of international marketing Volume number 73 Issue number 3 Start page 55 End page 70 Total pages 16 Publisher American Marketing Association Place of publication Chicago, Ill. Publication date 2009 ISSN 1075-4253 1547-7215 Keyword(s) communication consumer behavior culture word of mouth Summary When new products and brands are introduced into other cultures, the speed and extent of the product's acceptance are important concerns for marketers. The spread of positive word of mouth (WOM) and the lack of negative WOM about the product or brand by early adopter groups are critical to the product's successful diffusion in a population. This is the first study to investigate the effects of consumers' cultural values on their WOM behavior. Data analysis from two samples indicates that the pattern, type, and target receivers of consumers' WOM activity depend on their cultural values. The authors use Hofstede's four cultural dimensions to test the effects of cultural values on WOM behavior to social in- and out-groups. They find that all four dimensions have significant effects on WOM engagement to those groups. Although the authors could not determine the causal nature of the relationships because of the sample design used, they argue that marketers should monitor the cultural values of their market to anticipate in- and out-group discussions and the choice of appropriate brand communication strategies in other countries. Language eng Field of Research 150599 Marketing not elsewhere classified Socio Economic Objective 910403 Marketing HERDC Research category C1.1 Refereed article in a scholarly journal ERA Research output type C Journal article Copyright notice ©2009, American Marketing Association Persistent URL http://hdl.handle.net/10536/DRO/DU:30033861 Document type: Journal Article Collections: Faculty of Business and Law School of Management and Marketing Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Thu, 14 Apr 2011, 15:02:03 EST Thu, 14 Apr 2011, 15:03:10 EST Fri, 15 Jul 2011, 12:54:48 EST Wed, 15 Feb 2012, 13:48:07 EST Thu, 23 Feb 2012, 12:41:07 EST Thu, 23 Feb 2012, 12:45:38 EST Mon, 16 Jun 2014, 17:44:17 EST Thu, 11 Dec 2014, 17:00:39 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 121 times in Scopus Search Google Scholar Access Statistics: 996 Abstract Views, 6 File Downloads  -  Detailed Statistics Created: Thu, 14 Apr 2011, 15:01:55 EST by Leanne Swaneveld