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

MLADENOVIĆ, Dušan and 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, p. 120-129. ISSN 0474-9030.

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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  -

Basic information
Original name	Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia
Authors	MLADENOVIĆ, Dušan (688 Serbia, guarantor, belonging to the institution) and Anida KRAJINA (70 Bosnia and Herzegovina).
Edition	Dubai, Our Heritage Journal. GRCF Dubai International Conference on “Sustainability and Innovation in Higher Education, Engineering Technology, Science, Management and Humanities” p. 120-129, 10 pp. 2019.
Publisher	Our Heritage Journal

Other information
Original language	English
Type of outcome	Proceedings paper
Field of Study	50204 Business and management
Country of publisher	United Arab Emirates
Confidentiality degree	is not subject to a state or trade secret
Publication form	electronic version available online
WWW	URL
RIV identification code	RIV/00216224:14560/19:00112147
Organization unit	Faculty of Economics and Administration
ISSN	0474-9030
Keywords in English	traditional Word of Mouth; electronic Word of Mouth; WoM; eWoM; differences; Czechia; cultural dimensions
Tags	International impact, Reviewed
Changed by	Changed by: Mgr. Daniela Marcollová, učo 111148. Changed: 31/3/2020 13:50.

Abstract

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.

Links
MUNI/A/1155/2018, interní kód MU	Name: The Widespread Influence of Cultural Differences on Digital Marketing
MUNI/A/1155/2018, interní kód MU	Investor: Masaryk University, Category A

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

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