How Social Spatial Imagery Influences Xenocentrism and Word-of-Mouth? Analyzing the Moderating Role of Culture in Online Social Networks

摘要

How does social spatial imagery(SSI)enhance xenocentrism amongst users in global virtual teams(GVTs), and how increased SSI impacts negative electronic word-of-mouth(eWOM)shared in social media networked environments? The authors provide evidence suggesting that group culture moderates the relationship between SSI and WOM, which further impacts project outcomes.Low power distance, individualist and masculine cultures exert strong and positive relationships between xenocentrism and negative eWOM, thus enhancing overall project performance.In contrast, high power distance, collectivist, and feminine cultures exert positive relationships between xenocentrism and positive eWOM, thus enhancing overall project outcomes.