Antecedents of electronic word-of-mouth (eWOM) in social media have not been analyzed in the case of transition economies. The Commonwealth of independent states (CIS) is an interesting case, where countries lived with the ideology of communism for a long time and now they need to adapt to a new set of rules. First of all, the current study analyzes the cultural aspects of Uzbekistan to understand them in the perspective of Hofstede’s classification. Secondly, it reviews previous literature and finds what kind of effects tie strength, homophily, interpersonal influence, trust, self-presentation, and self-disclosure can have on engagement in eWOM in individualistic and collectivistic communities. Finally, it suggests why future research involving the CIS sample is important

Javohir Kamolov, Assem Baimagambetova and Dawei Liu
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Javohir Kamolov: Dawei Liu Hangzhou Dianzi University, People’s Republic of China
Assem Baimagambetova: Dawei Liu Hangzhou Dianzi University, People’s Republic of China
Dawei Liu: Dawei Liu Hangzhou Dianzi University, People’s Republic of China

International Journal of Management Science and Business Administration, 2019, vol. 5, issue 2, 50-59

Keywords: Electronic word-of-mouth; Social networking sites; Social media; Post-communist country (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:5:y:2019:i:2:p:50-59

DOI: 10.18775/ijmsba.1849-5664-5419.2014.52.1005

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