Investigating cross-cultural differences in digital marketing: A comparison between the Hofstede's model and the GLOBE framework in the context of mobile applications and their online reviews.
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Wanlin_59982000_2022.pdf
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- In this thesis, we study the influence of consumers' cultural backgrounds on their online behaviour, and more specifically, in relation to online reviews. In contrast to previous studies focusing on Hofstede's model and the dimensions "Uncertainty Avoidance" and "Individualism vs. Collectivism", we adopt another model of culture analysis which is the GLOBE framework. In addition, we include dimensions that have been little studied in contemporary literature, namely "Humane Orientation" and "Gender Egalitarianism". We test our hypotheses with a dataset obtained from the leading platform for online reviews on mobile applications "Google Play Store". Finally, we found that the dimensions of analysis we brought to our study had a real impact on consumer behaviour in the context of online reviews and therefore brought new dimensions for practitioners to take into account, and we will conclude by presenting some of the implications that our study might have and its limitations.