Bireyselcilik/kolektivizmin marka web sitelerinde olumlu ve olumsuz e-inceleme yazma niyeti üzerindeki etkisi.

Word of mouth communication has been one of the most important marketing tools for companies. Internet made it easier to spread positive or negative opinions about products and firms. People have different motivations for participating in the electronic word of mouth (eWOM) and sharing their opinions on the online review writing platforms in internet. Exploring factors that could affect the intention to write online reviews is vital for marketers. The current study investigates the influence of individualism and collectivism as cultural characteristics on intention to write online reviews. Using two separate questionnaires for positive review writing intention and negative review writing intention, a quantitative analysis has been conducted. The results revealed that intention to write both positive and negative reviews is highly associated with collectivism. In other words, collectivists are more likely to write online reviews on review writing platforms but individualism did not appear to have significant influence on intention to write online reviews. Furthermore, concern for others and perceived usefulness of online review writing have been shown to have an influence on intention to write online reviews.