Weight Analysis of the Factors Affecting eWOM Providing Behavior

noElectronic word of mouth (eWOM) significantly affects the consumer decision-making process. A number of studies investigated why consumers provide eWOM communications. Existing literature has contradicting factors regarding factors affect eWOM providing behaviour. This study aims to evaluate factors affecting eWOM providing behaviour by performing a systematic review and weight analysis of existing research outputs. Based on the result of weight analysis it was found that the best predictors of eWOM providing behaviour are involvement, self-enhancement, and trust in web eWOM services. Scholars can use the results of this study when making decisions regarding the inclusion of factors in their research. Practitioners can pay more attention to the best predictors

Consumer Ethnocentrism, Country Image and Local Brand Preference: The Case of the Colombian Textile, Apparel and Leather Industry

The present article shows the relation that Colombian consumer ethnocentrism has with country image and local brand preference in the textile, apparel and leather industry and it infers the possible implications this relation has when planning marketing strategies for the Colombian market in such industry. This study follows an interpretative approach which included a survey of Colombian consumers in Antioquia. Results show that (i) gender and age are not determinants of ethnocentric consumer tendencies, (ii) the less income a Colombian person has, the more ethnocentric he/she is, (iii) consumer ethnocentrism does not have a universal pattern but varies from country to country, (iv) the more educated a Colombian person is, the less ethnocentric he/she is, (v) the developed or developing condition of the countries where the consumer is from, is not a determining factor to conclude whether or not a consumer has a tendency towards ethnocentric behaviour patterns and (vi) if a person has a positive image of his/her own country, he/she is likely to develop ethnocentric behaviour patterns. This article contributes to filling the gap in the literature since it shows that ethnocentrism is positively related to preferences for local brands in Colombia. © 2017, © 2017 International Management Institute, New Delhi

Marketing and advertising practices of Turkish entrepreneurs in transition economies: Evidence from Georgia

Marketing and advertising, Entrepreneurship, Consumer behavior, Transition economies, Republic of Georgia, Turkish entrepreneurs,