The Impact of Self-Identification with Global Consumer Culture on Ewom Generation: a Test of Global Consumer Culture Theory

Generating positive electronic word-of-mouth (eWOM) has become a goal of many advertisers, including many brands in the growing global market for luxury brands. To better understand factors related to the generation of eWOM in this market, a cross-cultural study investigating the factors associated with eWOM is conducted. Data was collected from two nations, Iran and the U.S. through an online questionnaire to examine whether consumers’ level of self-identification with global consumer culture (along with other factors) plays a key role in generating eWOM. Findings of this research are supportive of global consumer culture theory in that they suggest that there is a cross-national segment of luxury consumers who are influenced by similar factors both within the two countries and across the pooled sample from both countries. Specifically, we find that in addition to being exposed to global culture eWOM, materialistic and cosmopolitan, self-brand expression is important to this group and contributes to eWOM generation. Our findings suggest that appeals consistent with global consumer culture, can allow global luxury brands to enhance eWOM in a way such that these consumers help to promote their brands.