Understanding the link between net promoter score and e-WOM behaviour on social media: the role of national culture

Agag, G ORCID: https://orcid.org/0000-0002-5513-0828, Durrani, B, Abdelmoety, Z, Daher, M and Eid, R, 2024. Understanding the link between net promoter score and e-WOM behaviour on social media: the role of national culture. Journal of Business Research, 170: 114303. ISSN 0148-2963

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Abstract

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.

Item Type:	Journal article
Publication Title:	Journal of Business Research
Creators:	Agag, G., Durrani, B., Abdelmoety, Z., Daher, M. and Eid, R.
Publisher:	Elsevier
Date:	January 2024
Volume:	170
ISSN:	0148-2963
Identifiers:	Number Type 10.1016/j.jbusres.2023.114303 DOI S0148296323006628 Publisher Item Identifier 1816390 Other
Rights:	This is an open access article under the CC BY license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	09 Oct 2023 11:13
Last Modified:	08 Nov 2023 16:35
URI:	https://irep.ntu.ac.uk/id/eprint/49919

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