A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects

John Fong*, Suzan Burton

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

137 Citations (Scopus)


Word-of-mouth has been shown to differ across cultures but the extent to which these differences extend to the online environment has not been investigated. This study examines the content of 5993 discussion postings to U.S.- and China-based discussion boards during two 90-day periods in 2004 and 2005. The results show significant differences in the behavior of participants on the different discussion boards; those on the China-based discussion boards engaged in higher levels of information-seeking than their U.S. counterparts, and lower levels of information-giving. Participants on the Chinese discussion boards also engaged in significantly higher (and increasing) levels of discussion regarding the Country-of-Origin (CoO) of products. This first study of cross-cultural differences in CoO effects online revealed an important extension to previous offline studies of CoO effects, finding strong negative CoO effects which appeared to be largely independent of product quality, relating instead to nationally based animosity towards the CoO.

Original languageEnglish
Pages (from-to)233-242
Number of pages10
JournalJournal of Business Research
Issue number3
Publication statusPublished - Mar 2008


  • Animosity
  • Country-of-Origin effects
  • Cross-Cultural Issues
  • Electronic Discussion Boards
  • Electronic Word-of-Mouth
  • eWOM


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