@inbook{a2cc33dbbecd4c41af4ff98ebc6ca2f8,
title = "The Relationship Between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract",
abstract = "Social networking sites provide consumers with the opportunity to easily and rapidly obtain information about brands, products, and services. Considering the effect that online word-of-mouth can have on important marketing outcomes, such as product sales and brand loyalty, it is important to understand the factors that drive consumers to seek product-related information on social networking sites. The present research focuses on whether and how cultural collectivism influences the extent that consumers seek product-related information through discussion with others on social networking sites. Study 1 uses archival data which includes the collectivism score for 53 different countries and the extent that consumers in those countries seek product-related information on social networking sites. The results suggest that collectivism exerts a positive effect on the extent that consumers seek product-related information on social networking sites. The results of a second study using primary data suggest that the positive effect of collectivism on information seeking is mediated by trust in the members of social networking sites.",
author = "Todd Pezzuti and Leonhardt, {James M.}",
note = "Publisher Copyright: {\textcopyright} 2018, Academy of Marketing Science.",
year = "2018",
doi = "10.1007/978-3-319-99181-8_33",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "95",
booktitle = "Developments in Marketing Science",
}