We’re not so different: Collectivism increases perceived homophily, trust, and seeking user-generated product information

James M. Leonhardt, Todd Pezzuti and Jae-Eun Namkoong

Journal of Business Research, 2020, vol. 112, issue C, 160-169

Abstract: Knowing what predicts consumers’ reliance on web-based information when making purchase decisions is crucial for managing a firm’s digital marketing strategy. The present research takes a cross-cultural perspective and finds that the cultural dimension of collectivism predicts the extent to which consumers rely on user-generated, but not brand-generated, product information when making purchase decisions. Extending research on cultural mindset to self-other perceptions on social media, we identify a conditional process by which collectivism influences seeking user-generated product information. Collectivistic consumers discount differences (e.g., differences in lifestyle, personality, or political orientation) between themselves and other social media users, which fosters a sense of similarity with others (i.e., perceived homophily). Perceived homophily increases trust and, in turn, consumers’ reliance on user-generated product information. We discuss implications for managers and public policy communications.

Keywords: Culture; Social media; Online word-of-mouth; Digital marketing (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:160-169

DOI: 10.1016/j.jbusres.2020.03.017

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