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Exploring the complexity of the individualistic culture through social exchange in online reviews

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  • Lamb, Yasmin
  • Cai, Wenjie
  • McKenna, Brad

Abstract

Online reviews have reshaped visitor economies. However, there is a lack of research regarding the motivations of visitors to write online reviews as most existing research disregards the cultural differences between individuals. This research investigates the motivations of museum visitors from individualistic cultures to write online reviews with the critique of Hofstede (1980) through the lens of Social Exchange Theory (SET). This study utilises the netnography methodology. One hundred and eleven detailed TripAdvisor reviews and ten email interviews were collected. Theoretically, we contribute to SET by developing a two-dimensional framework which indicates 1) that the complexity and heterogeneity of individualist culture were identified in the dimension of social exchange between the service provider and the visitors through online reviews; and 2) American and British visitors share similar individualist culture in the second dimension of social exchange between peers in online reviews. Practically, this research can benefit the online reputation management and expectation management for visitor attractions, with the goal of improving their visitor offerings and to minimise negative reviews.

Suggested Citation

  • Lamb, Yasmin & Cai, Wenjie & McKenna, Brad, 2020. "Exploring the complexity of the individualistic culture through social exchange in online reviews," International Journal of Information Management, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:ininma:v:54:y:2020:i:c:s0268401219316123
    DOI: 10.1016/j.ijinfomgt.2020.102198
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    Citations

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    Cited by:

    1. Rizzo, Cristian & Baima, Gabriele & Janovská, Kamila & Bresciani, Stefano, 2025. "Navigating the uncertainty path of virtual influencers: Empirical evidence through a cultural lens," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
    2. Lin, Cheng-Yu & Chou, En-Yi & Liang, Haw-Yi, 2025. "Connecting with authenticity: Exploring the mediating and moderating mechanisms between employee authenticity and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 201(C).
    3. Abdolreza Khalili & Mohammad Zohrabi & Leila Dobakhti, 2025. "A Cross-Cultural Scrutiny of Predictors of English Teachers’ Immunity in the Contexts of Iran, France, and the United States," SAGE Open, , vol. 15(3), pages 21582440251, September.
    4. Wen Zhang & Qiang Wang & Jian Li & Zhenzhong Ma & Gokul Bhandari & Rui Peng, 2023. "What makes deceptive online reviews? A linguistic analysis perspective," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.
    5. Pocchiari, Martina & Proserpio, Davide & Dover, Yaniv, 2025. "Online reviews: A literature review and roadmap for future research," International Journal of Research in Marketing, Elsevier, vol. 42(2), pages 275-297.
    6. Perez, Dikla & Stockheim, Inbal & Baratz, Guy, 2022. "Complimentary competition: The impact of positive competitor reviews on review credibility and consumer purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    7. Md. Shahed Mahmud & Md. Nazmul Islam & Md. Rostam Ali & Nadia Mehjabin, 2024. "Impact of Electronic Word of Mouth on Customers’ Buying Intention Considering Trust as a Mediator: A SEM Approach," Global Business Review, International Management Institute, vol. 25(2_suppl), pages 184-198, April.

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