Investigating Electronic Word-of-Mouth Motivations in the Middle East

Abstract

This paper reports on a study carried out in Kuwait aimed at exploring the motivational factors which drive consumers to mention company names in Twitter. Building on existing models for eWOM motives and using Twitter as the tool for data collection, an electronic questionnaire was launched with the help of a number of opinion leaders. A total of 1,192 valid responses were collected from 5,011 hits. Data were statistically analyzed to extract the strongest factors. Concern for Other Consumers, Extraversion/Positive Self Enhancement, Venting Negative Feelings and Helping the Company are the primary factors. However, the findings are inconclusive when considering the proposition that studies aimed at identifying motivational factors behind eWOM engagement, differences can be expected in results from populations with predominantly collectivist values as opposed to populations with predominantly individualist values. Assuming that in the Kuwaiti cultural context individualist values predominate, it would have been expected to have results which are different from those obtained in studies carried out among populations whose cultural values are predominantly collectivist. However, this was not the case. In some factors the results are very similar, while in others, results are markedly different. This suggests that more research is needed in the cross cultural implications of motivational factors behind eWOM engagement.