Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture
通过两项实验研究，发现顾客的净推荐值正向影响其在线评论的情感倾向，且这种影响在集体主义、权力距离、不确定性规避和男性气质较强的文化中更为显著，为酒店管理者提供了跨文化营销启示。
Our paper explores how individual customers’ promoter scores are linked to their electronic word-of-mouth (e-WOM) behaviour under different cultural contexts. We conducted two studies using experimental design to addresses these two research questions. The first study utilised a unique dataset comprising 4,864 hotel guests, enabling a comparison between the intentions suggested by their individual promoter scores and the actual e-WOM behaviour they subsequently engaged in on various online platforms. The second study used data collected from four different countries (I.e., US, UK, China, and Egypt) to validate the results of study 1 and to explore the influence of national culture on the relationships between individual promoter scores and the actual e-WOM behaviour. The findings of study 1 revealed that promoter scores have a significant positive effect on online message valence. Study 2 validated the results of study and it also revealed that the influence of net promoter score on positive WOM and negative WOM increases with increasing collectivism, power distance, uncertainty avoidance, and masculinity. Our research provides meaningful theoretical and practical implications for hotels managers.