International Contexts of Social Media and e-WoM Communication in the Customer Decision-Making Process

Małgorzata Bartosik-Purgat


he main purpose of the paper is to identify the importance of social media in e-WoM (electronic word of mouth) in relation to the two stages of consumer behavior, pre-purchase and post-consumption, in groups of different gender and countries. The article answers three research questions. Whether the frequency of using the most popular social media influences the range of using them in e-WoM among individual users? Which stage of consumer behavior process is more dependent on social media, pre-purchase or post-consumption? Do any differences exist between men and women in the scope under consideration? The analysis bases on literature studies and empirical data collected among 1246 respondents from four countries: China, Poland, the United States of America, and Turkey. Findings: General conclusions show differences between these countries in relation to the use of social media for e-WoM. Moreover, results confirmed the findings of literature analysis wherever consumers used social media at the stage of looking for information and advice about products (pre-purchase). Gender appeared as a significant differentiating factor that influences e-WoM behavior.
Author Małgorzata Bartosik-Purgat (WGM / KZM)
Małgorzata Bartosik-Purgat,,
- Department of International Management
Journal seriesJournal of Management and Business Administration. Central Europe, [Management and Business Administration. Central Europe], ISSN 2084-3356, e-ISSN 2300-858X, [2450-7814, 2450-8829], (B 13 pkt)
Issue year2018
Publication size in sheets0.85
Keywords in Englishsocial media, e-Wom, communication, gender, consumer behavior process
Languageen angielski
Score (nominal)13
Score sourcejournalList
ScoreMinisterial score = 13.0, 09-04-2020, ArticleFromJournal
Publication indicators WoS Citations = 2
Citation count*5 (2020-09-23)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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