Digital Consumer Engagement: National Cultural Differences and Cultural Tightness

The digital ecosystem makes entry into foreign markets easier and provides new ways for consumers to engage with marketing materials (through content clicking, sharing, electronic word-of-mouth [eWOM] behavior). While evidence has emerged that between-country cultural differences may impact consumer engagement (particularly eWOM), far less is known about its on online advertising clicking sharing or how within-country variation (tightness/looseness) moderates this activity. authors develop test the notion between- lead variations in engagement, especially behavior. Using industry data provided by a programmatic firm, find support idea national values these relations. In way, they provide insights researchers managers international age.