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Culture influence on information diffusion in online communities: A conceptual model
Citation
Yang, L and Fam, K-S and Harris, P, Culture influence on information diffusion in online communities: A conceptual model, ANZMAC Conference 2008: Marketing: Shifting the focus from mainstream to offbeat, 1-3 December 2008, Olympic Park, Sydney, pp. 1-9. (2008) [Conference Extract]
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Abstract
The paper outlines the role of culture as a contributing and critical factor in the development
of information diffusion when it occurs within online communities (OCs). We argue that
cultural variability influences the decision making process to diffuse information or not. The
paper proposes a conceptual model that identifies the relevant dimensions of culture as
portrayed in the intercultural literature and their influence on information diffusion. We
suggest a conceptual model to deal with this gap in knowledge and propose testing the model
in the online Chinese book market in PRC.
Item Details
| Item Type: | Conference Extract |
|---|---|
| Keywords: | collectivism, information diffusion, online community |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing not elsewhere classified |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS Author: | Yang, L (Dr Lin Yang) |
| ID Code: | 124119 |
| Year Published: | 2008 |
| Deposited By: | TSBE |
| Deposited On: | 2018-02-08 |
| Last Modified: | 2018-03-22 |
| Downloads: | 0 |
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