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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
Author:Yang, L (Dr Lin Yang)
ID Code:124119
Year Published:2008
Deposited By:Tasmanian School of Business and Economics
Deposited On:2018-02-08
Last Modified:2018-03-22
Downloads:0

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