How country context shapes word-of-mouth impact and credibility, and consumer sharing behaviour

Alaoui Mhamdi, A ORCID: 0000-0003-2081-5541 and Sulikashvili, N How country context shapes word-of-mouth impact and credibility, and consumer sharing behaviour. Studia Universitatis Vasile Goldis Arad Economics Series. ISSN 1584-2339 (Accepted)

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Abstract

The main goal of this article is to investigate how consumers’ backgrounds may affect WOMrelated behavior in England, China, and Russia. Twelve variables were used to investigate WOM’s Credibility, Effectiveness, and practices. Factor analysis was performed to reduce the number of dimensions to 3 factors. Furthermore, Structural Equation Modeling (SEM) revealed that the consumer’s background significantly impacted each of these three constructs. Finally, Discriminant Analysis classified the variables according to their ability to differentiate consumers’ WOM habits across countries. The paper concludes that companies must tailor their WOM-related strategies, as WOM’s patterns differ from one country to another. This research depicted these divergences as well as similarities between the countries studied with respect to WOM’s “Credibility,” “Effectiveness,” and “Likelihood to engage” in WOM. Global companies will value the results of this research, which draws the line for where standardization of WOM strategies should stop and where adaptation should start.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Liverpool Business School
Date of acceptance:	25 February 2026
Date of first compliant Open Access:	23 April 2026
Date Deposited:	23 Apr 2026 12:39
Last Modified:	23 Apr 2026 12:39
URI:	https://researchonline.ljmu.ac.uk/id/eprint/28428

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