Perception of Differences between Traditional and Electronic
Word of Mouth: Case of Czechia

D 2019

Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia

MLADENOVIĆ, Dušan a Anida KRAJINA

Základní údaje

Originální název

Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia

Autoři

MLADENOVIĆ, Dušan (688 Srbsko, garant, domácí) a Anida KRAJINA (70 Bosna a Hercegovina)

Vydání

Dubai, Our Heritage Journal. GRCF Dubai International Conference on “Sustainability and Innovation in Higher Education, Engineering Technology, Science, Management and Humanities” od s. 120-129, 10 s. 2019

Nakladatel

Our Heritage Journal

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50204 Business and management

Stát vydavatele

Spojené arabské emiráty

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

URL

Kód RIV

RIV/00216224:14560/19:00112147

Organizační jednotka

Ekonomicko-správní fakulta

ISSN

Klíčová slova anglicky

traditional Word of Mouth; electronic Word of Mouth; WoM; eWoM; differences; Czechia; cultural dimensions

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 31. 3. 2020 13:50, Mgr. Daniela Marcollová

Anotace

V originále

The purpose of the present study is to explore perceptions of differences between traditional and electronic Word of Mouth in the context of Czech Republic through the Hofstede’s cultural dimensions. Research design incorporates questionnaire as data collection method. Questionnaire consists of 111 opinion-based items and is based on scales previously utilized by Chu and Choi (2011) and Lam et al., (2009). Generally, findings support the notion that only individualism and long-term orientation exhibit significant influence on awareness of the differences between traditional and electronic Word of Mouth. Uncertainty avoidance, masculinity and power distance are proven not to be statistically significant predictors. One of the major limitations is the questionnaire in the English language, implying that it was not translated into Czech. Secondly, the research did not investigate the effects of past behavior or personality characteristics – although these two concepts received significant coverage in other literature streams. Findings contribute to the literature on communication and Word of Mouth research and marketing by delving into the cultural influence on social relationships and the Word of Mouth. On industry note, this study should assist marketers and communication strategists to understand the ever-growing necessity to amend a strategic approach towards different cultural entities, in both offline and online business environments.

Návaznosti

MUNI/A/1155/2018, interní kód MU

Název: The Widespread Influence of Cultural Differences on Digital Marketing

Investor: Masarykova univerzita, The Widespread Influence of Cultural Differences on Digital Marketing, DO R. 2020_Kategorie A - Specifický výzkum - Studentské výzkumné projekty

Citovat

MLADENOVIĆ, Dušan a Anida KRAJINA. Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia. Online. In Prakash Divakaran, Prakash Karmadkar, Ratikanta Ray. Our Heritage Journal. GRCF Dubai International Conference on “Sustainability and Innovation in Higher Education, Engineering Technology, Science, Management and Humanities”. Dubai: Our Heritage Journal, 2019, s. 120-129. ISSN 0474-9030.

@inproceedings{1600596,
   author = {Mladenović, Dušan and Krajina, Anida},
   address = {Dubai},
   booktitle = {Our Heritage Journal. GRCF Dubai International Conference on “Sustainability and Innovation in Higher Education, Engineering Technology, Science, Management and Humanities”},
   editor = {Prakash Divakaran, Prakash Karmadkar, Ratikanta Ray},
   keywords = {traditional Word of Mouth; electronic Word of Mouth; WoM; eWoM; differences; Czechia; cultural dimensions},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Dubai},
   pages = {120-129},
   publisher = {Our Heritage Journal},
   title = {Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia},
   url = {https://archives.ourheritagejournal.com/index.php/oh/article/view/21/14},
   year = {2019}
}

TY  - JOUR
ID  - 1600596
AU  - Mladenović, Dušan - Krajina, Anida
PY  - 2019
TI  - Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia
PB  - Our Heritage Journal
CY  - Dubai
KW  - traditional Word of Mouth
KW  - electronic Word of Mouth
KW  - WoM
KW  - eWoM
KW  - differences
KW  - Czechia
KW  - cultural dimensions
UR  - https://archives.ourheritagejournal.com/index.php/oh/article/view/21/14
L2  - https://archives.ourheritagejournal.com/index.php/oh/article/view/21/14
N2  - The purpose of the present study is to explore perceptions of differences between traditional and electronic Word of Mouth in the context of Czech Republic through the Hofstede’s cultural dimensions. Research design incorporates questionnaire as data collection method. Questionnaire consists of 111 opinion-based items and is based on scales previously utilized by Chu and Choi (2011) and Lam et al., (2009). Generally, findings support the notion that only individualism and long-term orientation exhibit significant influence on awareness of the differences between traditional and electronic Word of Mouth. Uncertainty avoidance, masculinity and power distance are proven not to be statistically significant predictors. One of the major limitations is the questionnaire in the English language, implying that it was not translated into Czech. Secondly, the research did not investigate the effects of past behavior or personality characteristics – although these two concepts received significant coverage in other literature streams. Findings contribute to the literature on communication and Word of Mouth research and marketing by delving into the cultural influence on social relationships and the Word of Mouth. On industry note, this study should assist marketers and communication strategists to understand the ever-growing necessity to amend a strategic approach towards different cultural entities, in both offline and online business environments.
ER  -

MLADENOVI$\backslash$'C, Dušan a Anida KRAJINA. Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia. Online. In Prakash Divakaran, Prakash Karmadkar, Ratikanta Ray. \textit{Our Heritage Journal. GRCF Dubai International Conference on “Sustainability and Innovation in Higher Education, Engineering Technology, Science, Management and Humanities”}. Dubai: Our Heritage Journal, 2019, s.~120-129. ISSN~0474-9030.

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