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This academic paper investigates the relationship between Net Promoter Score (NPS) and electronic word-of-mouth (e-WOM) behaviour on social media, with a particular focus on how this relationship is moderated by cultural dimensions. Drawing on Hofstede’s (2010) cultural framework—specifically collectivism, power distance, uncertainty avoidance, and masculinity—the study explores how national culture can influence customer engagement following the reporting of NPS. The research is based ...
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Bussines•Bussines
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Cultures and Organizations: Software of the Mind, Third Edition • Geert Hofstede, Gert Jan Hofstede, Michael Minkov• ISBN 9780071770156
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This academic paper investigates the relationship between Net Promoter Score (NPS) and electronic word-of-mouth (e-WOM) behaviour on social media, with a particular focus on how this relationship is moderated by cultural dimensions. Drawing on Hofstede’s (2010) cultural framework—specifically collectivism, power distance, uncertainty avoidance, and masculinity—the study explores how national culture can influence customer engagement following the reporting of NPS. The research is based ...