The relationship between brand experience and word-of-mouth in the TV-series sector: The moderating effect of culture and gender

Abstract

ABSTRACT Omni-channel management is an increasingly popular strategy that involves creating multiple forms of contact between brands and customers to maximise interaction and thereby generate global brand experiences, which can constitute a competitive advantage. The television-series sector is no exception to this phenomenon. The aim of the present research is to examine the effect of television-drama-series brand experience on the generation of word-of-mouth communication among viewers. The study analyses the moderating effect of viewers’ gender and culture – specifically, the individualism/collectivism variable proposed by Geert Hofstede, – in the context of series with high vs. low levels of sexual and violent content. The results indicate that these variables exert a moderating effect on the relationship between brand experience and word-of-mouth only in the case of TV drama series with a low level of such content. Women and culturally-individualistic audiences will be more prone to the experience-based generation of word-of-mouth for this type of television series.