Digital Consumer Engagement: National Cultural Differences and Cultural Tightness
研究了国家间文化差异和国家内文化紧密度如何影响数字消费者对广告的点击和分享行为，为国际数字营销提供新见解。
The digital ecosystem makes entry into foreign markets easier and provides new ways for consumers to engage with marketing materials (through content clicking, sharing, and electronic word-of-mouth [eWOM] behavior). While evidence has emerged that between-country cultural differences may impact digital consumer engagement (particularly eWOM), far less is known about its impact on online advertising clicking and sharing engagement or how within-country cultural variation (tightness/looseness) moderates this activity. The authors develop and test the notion that between- and within-country cultural differences lead to variations in digital consumer engagement, especially clicking and sharing behavior. Using industry data provided by a programmatic advertising firm, the authors find support for the idea that between-country differences in national cultural values impact digital engagement and that within-country cultural variation moderates these relations. In this way, they provide new insights for researchers and managers about international marketing in the digital age.