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ÜRÜN GÖRÜNÜRLÜĞÜ VE ULUSAL KÜLTÜR PAYLAŞIMLARIMIZI NASIL ETKİLİYOR?

Yıl 2023, Cilt: 8 Sayı: 2, 432 - 452, 20.12.2023

Kemal Cem Söylemez

https://doi.org/10.54452/jrb.1257396

Öz

Ürün görünürlüğünün gerçek hayattaki tüketici davranışlarını etkilediği bilinmesine rağmen, çevrimiçi davranışlar üzerindeki etkileri henüz incelenmemiş bir alandır. Kullanıcı tarafından oluşturulan içerik üretme araştırmalarının bir başka sorunlu yönü de birçok kültürler arası çalışmanın Amerikan ve Çin örneklemlerini karşılaştırmasıdır ki bu durum Çin'in kendine has kültürel yönleri ve internet düzenlemeleri nedeniyle bilim adamlarını yanlış yönlendiriyor olabilir. Soylemez (2021a) ve Soylemez (2021b)'nin devamı niteliğindeki bu çalışma eşitlik teorisini kullanarak ürün görünürlüğünün ve bireycilik-toplulukçuluğun, marka odaklı ve topluluk odaklı içeriğin göreceli üretimini nasıl etkilediğini araştırmaktadır. Örneklemler Türkiye ve ABD'den toplanmıştır. Çalışma, daha görünür bir ürünün çevrimiçi topluluğuna üye olanların görece daha çok markaya yönelik içerikler ürettiğini gösterirken, daha az görünür bir ürünün çevrimiçi topluluğuna üye olanların görece daha topluluğa yönelik içerikler ürettiğini göstermiştir. Benzer bir şekilde, bireyci topluluk üyelerinin görece daha fazla markaya yönelik içerik ürettiği gözlemlenmişken, toplumcu topluluk üyelerinin görece daha fazla topluluğa yönelik içerik ürettiği bulunmuştur. Ürün görünürlüğü ile ulusal kültür arasında kayda değer bir etkileşim yoktur. Çalışmanın teorik ve yönetsel çıkarımları da ortaya konmuştur

Anahtar Kelimeler

Kullanıcı tarafından yaratılan içerik çevrimiçi marka toplulukları ürün görünürlüğü ulusal kültür

Kaynakça

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  • Amin, K. (2019). The Influence of Culture on Social eWord-of-Mouth and Re-purchase Intentions through Brand Community Participation and Identification (Doctoral dissertation, Saint Leo University). Retrieved from https://www.proquest.com/openview/b07445ff5b9eaa4eaa667ff7b54382d6/1?pq-origsite=gschol ar&cbl=18750&diss=y#.
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  • Brandt, V. S. (1974). Skiing cross-culturally. Current Anthropology, 15(1), 64-66.
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  • Cheung, C. M., Chiu, P. Y., & Lee, M. K. (2011). Online social networks: Why do students use facebook?. Computers in Human Behavior, 27(4), 1337-1343.
  • Chuang, S. C., Cheng, Y. H., & Hsu, C. T. (2012). The influence of suggestions of reference groups in the compromise effect. Journal of Economic Psychology, 33(3), 554-565.
  • Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J., & Gornik-Durose, M. (1999). Compliance with a request in two cultures: The differential influence of social proof and commitment/consistency on collectivists and individualists. Personality and Social Psychology Bulletin, 25(10), 1242-1253.
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  • Earley, P. C. (1989). Social loafing and collectivism: A comparison of the United States and the People’s Republic of China. Administrative Science Quarterly, 34(4), 565-581.
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HOW PRODUCT VISIBILITY AND NATIONAL CULTURE INFLUENCE WHAT WE POST?

Yıl 2023, Cilt: 8 Sayı: 2, 432 - 452, 20.12.2023

Kemal Cem Söylemez

https://doi.org/10.54452/jrb.1257396

Öz

Even though product visibility’s effect on real-life consumer decisions is well-known, it is unclear whether these effects also extend to online consumer behaviors. In addition, many cross-cultural studies of user-generated content generation compared samples gathered from US and China, which may mislead scholars due to unique cultural aspects and internet regulations in China. As a continuation of Soylemez (2021a) and Soylemez (2021b), the present study utilized the equity theory and investigated how product visibility and individualism-collectivism influence the relative generation of brand-oriented and community-oriented content. Samples are collected from Turkey and the United States. The study found that members of more visible product communities to generate more brand-oriented content than community-oriented content, while members of less visible product communities generate more community-oriented content than they generate brand-oriented content. Similarly, individualist members are likely to generate more brand-oriented content than community-oriented content, whereas collectivist members are likely to generate more community-oriented content than brand-oriented content. Product visibility and individualism-collectivism do not interact significantly. Managerial and theoretical implications of the study are also discussed.

Anahtar Kelimeler

User-generated content online brand communities product visibility national culture

Kaynakça

  • Adams, J. S. (1965). Inequity in social exchange. In Advances in experimental social psychology (Vol. 2, pp. 267-299). Academic Press.
  • Ahuvia, A. C. (2002). Individualism/collectivism and cultures of happiness: A theoretical conjecture on the relationship between consumption, culture and subjective well-being at the national level. Journal of Happiness Studies, 3(1), 23-36.
  • Amin, K. (2019). The Influence of Culture on Social eWord-of-Mouth and Re-purchase Intentions through Brand Community Participation and Identification (Doctoral dissertation, Saint Leo University). Retrieved from https://www.proquest.com/openview/b07445ff5b9eaa4eaa667ff7b54382d6/1?pq-origsite=gschol ar&cbl=18750&diss=y#.
  • Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast. Industrial Marketing Management, 34(3), 285-297.
  • Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth?. Journal of Marketing Research, 48(5), 869-880.
  • Brandt, V. S. (1974). Skiing cross-culturally. Current Anthropology, 15(1), 64-66.
  • Carvalho, A., & Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice, 26(1-2), 23-37.
  • Cheng, Y. H., Huang, M. C. J., Chuang, S. C., & Ju, Y. R. (2015). Burger or yogurt? Indulgent consumption in impression management contexts. International Journal of Psychology, 50(5), 345-353.
  • Cheung, C. M., Chiu, P. Y., & Lee, M. K. (2011). Online social networks: Why do students use facebook?. Computers in Human Behavior, 27(4), 1337-1343.
  • Chuang, S. C., Cheng, Y. H., & Hsu, C. T. (2012). The influence of suggestions of reference groups in the compromise effect. Journal of Economic Psychology, 33(3), 554-565.
  • Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J., & Gornik-Durose, M. (1999). Compliance with a request in two cultures: The differential influence of social proof and commitment/consistency on collectivists and individualists. Personality and Social Psychology Bulletin, 25(10), 1242-1253.
  • Cova, B. (1997). Community and consumption: Towards a definition of the “linking value” of product or services. European Journal of Marketing. 31 (3-4), 297-316.
  • Cova, B., & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment–the case “my Nutella The Community”. European Journal of Marketing. 40 (9/10), 1087-1105.
  • Cummins, S., Peltier, J. W., Schibrowsky, J. A., & Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing. 8(3), 169-202.
  • Dye, R. (2000). The buzz on buzz. Harvard Business Review, 78(6), 139-146.
  • Earley, P. C. (1989). Social loafing and collectivism: A comparison of the United States and the People’s Republic of China. Administrative Science Quarterly, 34(4), 565-581.
  • Earley, P. C., Gibson, C. B., & Chen, C. C. (1999). “How did I do?” versus “How did we do?” Cultural contrasts of performance feedback use and self-efficacy. Journal of Cross-cultural Psychology, 30(5), 594-619.
  • Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard Business Review, 87(4), 105-111.
  • Gallagher, S. E., & Savage, T. (2013). Cross-cultural analysis in online community research: A literature review. Computers in Human Behavior, 29(3), 1028-1038.
  • Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
  • Gelfand, M. J., Erez, M., & Aycan, Z. (2007). Cross-cultural organizational behavior. Annual Review of Psychology. 58, 479-514.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.
  • Gong, T. (2017). Customer brand engagement behavior in online brand communities. Journal of Services Marketing. 32(3), 286-299.
  • Graeff, T. R. (1996). Image congruence effects on product evaluations: The role of self‐monitoring and public/ private consumption. Psychology & Marketing, 13(5), 481-499.
  • Gvili, Y., & Levy, S. (2021). Consumer engagement in sharing brand-related information on social commerce: The roles of culture and experience. Journal of Marketing Communications, 27(1), 53-68.
  • Haikel-Elsabeh, M., Zhao, Z., Ivens, B., & Brem, A. (2019). When is brand content shared on Facebook? A field study on online Word-of-Mouth. International Journal of Market Research, 61(3), 287-301.
  • Hofstede, G. (1984). Culture’s consequences: International differences in work-related values (Vol. 5). Sage.
  • Hofstede Insights (2022), Country Comparisons, Retrieved from: https://www.hofstede-insights.com/countrycomparison/turkey,the-usa/
  • Hollebeek, L. D. (2018). Individual-level cultural consumer engagement styles: Conceptualization, propositions and implications. International Marketing Review. 35(1),42-71.
  • Hughes, M. (2005). Buzzmarketing: Get people to talk about your stuff. Penguin.
  • Hui, C. H., Triandis, H. C., & Yee, C. (1991). Cultural differences in reward allocation: Is collectivism the explanation?. British Journal of Social Psychology, 30(2), 145-157.
  • Itani, O. S., El Haddad, R., & Kalra, A. (2020). Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: does relationship duration matter?. Journal of Retailing and Consumer Services, 53, 101980.
  • Jiao, Y., Ertz, M., Jo, M. S., & Sarigollu, E. (2018). Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers. International Marketing Review. 35(1), 18-41.
  • Kamboj, S., & Rahman, Z. (2017). Understanding customer participation in online brand communities: Literature review and future research agenda. Qualitative Market Research: An International Journal. 20(3), 306-334.
  • Kusumasondjaja, S., Shanka, T., & Marchegiani, C. (2012). Credibility of online reviews and initial trust: The roles of reviewer’s identity and review valence. Journal of Vacation Marketing, 18(3), 185-195.
  • Kim, U., Triandis, H. C., Kagitcibasi, C., & Yoon, G. (1994). Individualism and collectivism: Theoretical and methodological issues. Newbury Park, CA: Sage.
  • Kitirattarkarn, G. P., Araujo, T., & Neijens, P. (2020). Cultural differences in motivation for consumers’ online brand-related activities on Facebook. Communications, 45(1), 53-73.
  • Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding wordof- mouth marketing in online communities. Journal of Marketing, 74(2), 71-89.
  • Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767.
  • Lee, K. M. (2004). Presence, explicated. Communication Theory, 14(1), 27-50.
  • Lee, E. J., & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo. Computers in Human Behavior, 31, 356-366.
  • Leonhardt, J. M., Pezzuti, T., & Namkoong, J. E. (2020). We’re not so different: Collectivism increases perceived homophily, trust, and seeking user-generated product information. Journal of Business Research, 112, 160-169.
  • Leung, K. (1997), “Negotiation and reward allocations across cultures”, Earley, P.C. and Erez, M. (Eds.), New Perspectives on International Industrial and Organizational Psychology, Lexington Press, San Francisco, California.640-675.
  • Luo, C., Wu, J., Shi, Y., & Xu, Y. (2014). The effects of individualism–collectivism cultural orientation on eWOM information. International Journal of Information Management, 34(4), 446-456.
  • Madupu, V., & Cooley, D. O. (2010a). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127-147.
  • Madupu, V., & Cooley, D. O. (2010b). Cross-cultural differences in online brand communities: An exploratory study of Indian and American online brand communities. Journal of International Consumer Marketing, 22(4), 363-375.
  • Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224.
  • Mead, M. (1967), Cooperation and Competition among Primitive People, Beacon, Boston. Muniz, A. M., & O’guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
  • Nedungadi, P. (1990). Recall and consumer consideration sets: Influencing choice without altering brand evaluations. Journal of Consumer Research, 17(3), 263-276.
  • Nov, O., Naaman, M., & Ye, C. (2010). Analysis of participation in an online photo‐sharing community: A multidimensional perspective. Journal of the American Society for Information Science and Technology, 61(3), 555-566.
  • Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and future directions. International Marketing Review. 30(1), 56-71.
  • Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. Psychological Bulletin, 128(1), 3-72.
  • Pezzuti, T., & Leonhardt, J. M. (2021). How collectivistic values affect online word-of-mouth. International Journal of Market Research, 63(4), 436-453.
  • Resnick, P., & Zeckhauser, R. (2002). Trust among strangers in Internet transactions: Empirical analysis of eBay’s reputation system. In The Economics of the Internet and E-commerce. Emerald Group Publishing Limited. 127-157.
  • Sánchez-Franco, M. J., Martínez-López, F. J., & Martín-Velicia, F. A. (2009). Exploring the impact of individualism and uncertainty avoidance in Web-based electronic learning: An empirical analysis in European higher education. Computers & Education, 52(3), 588-598.
  • Schlenker, B. R. (1980). Impression Management . Monterey, CA: Brooks/Cole. 79-80.
  • Schulze, C., Schöler, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1), 1-19.
  • Schwartz, S. H. (1990). Individualism-collectivism: Critique and proposed refinements. Journal of Cross-cultural Psychology, 21(2), 139-157.
  • Schwartz, S. H. (1994). Beyond individualism/collectivism: New cultural dimensions of values.
  • Kim, U. E., Triandis, H. C., Kâğitçibaşi, Ç. E., Choi, S. C. E., & Yoon, G. E. (1994). Individualism and collectivism: Theory, method, and applications. Sage Publications, Inc., 85-119.
  • Sernovitz, A., Kawaski, G., & Godin, S. (2006). Word of mouth marketing. Dearborn Trade, A Kaplan Professional Company.
  • Shweder, R. A., Le Vine, R. A., LeVine, R. A., & Economiste, R. A. L. (Eds.). (1984). Culture theory: Essays on mind, self and emotion. Cambridge University Press.
  • Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175-184.
  • Song, J. H., & Zinkhan, G. M. (2008). Determinants of perceived web site interactivity. Journal of Marketing, 72(2), 99-113.
  • Song, M., Wang, N., Zhang, X., & Qiao, L. (2017). Factors motivating customers’ SNS brand page behaviors: A comparison between China and Korea. Pacific Asia Journal of the Association for Information Systems, 9(4), 3.
  • Soylemez, K. C. (2021a). Impact of individual and brand level factors in generation of different user-generated content. Journal of Consumer Marketing. 38(4), 457-466.
  • Soylemez, K. C. (2021b). 4W of user-generated content: why who we are and where we post influence what we post. Journal of Research in Interactive Marketing.15(3), 386-400.
  • Teichmann, K., Stokburger‐Sauer, N. E., Plank, A., & Strobl, A. (2015). Motivational drivers of content contribution to company‐versus consumer‐hosted online communities. Psychology & Marketing, 32(3), 341-355.
  • Tirunillai, S., & Tellis, G. J. (2012). Does chatter really matter? Dynamics of user-generated content and stock performance. Marketing Science, 31(2), 198-215.
  • Triandis, H. C. (1972). The Analysis of Subjective Culture, Wiley, New York.
  • Triandis, H. C. (1993). Collectivism and individualism as cultural syndromes. Cross-cultural research, 27(3-4), 155-180.
  • Triandis, H. C. (2004). The many dimensions of culture. Academy of Management Perspectives, 18(1), 88-93.
  • Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology, 74(1), 118-128.
  • Triandis, H. C., & Suh, E. M. (2002). Cultural influences on personality. Annual Review of Psychology, 53(1), 133-160.
  • Triandis, H. C., Brislin, R., & Hui, C. H. (1988). Cross-cultural training across the individualism-collectivism divide. International Journal of Intercultural Relations, 12(3), 269-289.
  • Triandis, H. C., McCusker, C., & Hui, C. H. (1990). Multimethod probes of individualism and collectivism. Journal of Personality and Social Psychology, 59(5), 1006-1020.
  • Tsai, W. H. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications, 23(1), 2-21.
  • Walsham, G. (2001). Making a world of difference: IT in a global context. John Wiley & Sons, Inc..
  • Wang, C. L. (2021). New frontiers and future directions in interactive marketing: inaugural Editorial. Journal of Research in Interactive Marketing.15(1), 1-9.
  • Srull, T. K. (1981). Category accessibility: Some theoretical and empirical issues concerning the processing of social stimulus information. In The Ontario symposium on personality and social psychology: Social cognition.16(4), 348-361.
  • Xu-Priour, D. L., Truong, Y., & Klink, R. R. (2014). The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France. Technological Forecasting and Social Change, 88, 265-275.
  • Yamaguchi, S., Kuhlman, D. M., & Sugimori, S. (1995). Personality correlates of allocentric tendencies in individualist and collectivist cultures. Journal of Cross-cultural Psychology, 26(6), 658-672.
Toplam 82 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Kemal Cem Söylemez 0000-0003-1607-7208

Erken Görünüm Tarihi 20 Aralık 2023
Yayımlanma Tarihi 20 Aralık 2023
Gönderilme Tarihi 27 Şubat 2023
Kabul Tarihi 10 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: 2

Kaynak Göster

APA Söylemez, K. C. (2023). HOW PRODUCT VISIBILITY AND NATIONAL CULTURE INFLUENCE WHAT WE POST?. Journal of Research in Business, 8(2), 432-452. https://doi.org/10.54452/jrb.1257396