Abstract
This study examines the impacts of message valence (positive/negative/sided) and perceived source similarity on user attitudes towards mobile restaurant reviews and review persuasiveness in low- and high-context cultures. Two experiments were conducted in the USA and Ukraine. The results reveal significant differences in consumer paths to adopting mobile digital reviews in low-context vs. high-context cultures. They indicate that in low-context cultures positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. The same relationships are observed in high-context cultures only under conditions of perceived source similarity. Review helpfulness and credibility, in turn, positively impact its persuasiveness in both high- and low-context communication traditions. Based on the findings, future research avenues and managerial implications are proposed.
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