Exploring the Role of Culture in Determining Boycotting Behaviour after a Negative Word of Mouth

As word of mouth (WOM) is a spontaneous, non-commercial form of communication, consumers believe that messages sent by others are more reliable than corporate messages, making WOM significant in the consumer’s decision-making process. Internet has introduced a new type of WOM by enabling people who do not know each other to send and receive messages. With its much faster transmission speed than traditional WOM, and its unlimited reach through time and space, electronic WOM (eWOM) influences consumers and their decision-making processes significantly. Negative eWOM can lead consumers to boycott particular brands, products or firms. Perceptions of messages shared by other people on the Internet change from one person to the next, and may well depend on cultural variables. This research explores the role played by culture in determining a boycott following negative eWOM. We adopted qualitative research methods based on netnography and focus groups. Our findings highlight the role played by cultural variables in perceptions of the message that has created eWOM, in its interpretation, and in the reactions of consumers.