Influences on e-WOM adoption in two female online communities: the cases of Kuwait and Saudi Arabia

Abstract

Online communities (OCs) are an important source of electronic-word-of-mouth (e-WOM), but few studies have examined such messages in a Middle Eastern context. This research develops a conceptual framework that can be used as an instrument to guide empirical work in the field of e-WOM in female OCs. Researchers in similar areas may find this work useful as exemplifying a novel approach to the study of e-WOM adoption in different OCs. This study, of e-WOM adoption in two female-only Arabic-language online forums in Kuwait and Saudi Arabia, is grounded in three models: the Information Adoption Model, the Information Systems Continuance Model and the Knowledge Contribution Model, because no particular theory or set of theories currently dominates OC research. In particular, researchers are strongly recommended to start building their own theories of e-WOM phenomena, because this area is still young and has grown rapidly in recent years. The research design comprises two phases. The first is a content analysis, which was appropriately used to analyse the online textual conversations, since it offers a deep understanding of the phenomenon in its real context. The purpose of this phase was to identify the main determinants of e-WOM adoption in female OCs in Kuwait and Saudi Arabia, from which a conceptual model could be developed. It investigated the characteristics of the messages influencing the adoption of e-WOM. It began with a pilot study, where 90 threads were analyzed, followed by the content analysis of the two cases. A total of 765 threads were analysed in the Kuwaiti case, comprising 6200 messages broken down into 17,832 units of analysis. In the Saudi case, 1168 threads were analyzed, containing 17,320 messages and 31731 units of analysis. In both cases there was a prevalence of emotional features in messages, coded as ‘community bonding’. In the second phase, semi-structured interviews were conducted, with the aim of illuminating the similarities and differences in terms of e-WOM determinants between Kuwaiti and Saudi culture by refining the research model codes and sub-codes. This phase was also intended to answer research questions on the current situation in terms of online role behaviours in female-only online beauty forums in Kuwait and Saudi Arabia; on how online behavioural roles influence females to adopt e-WOM; and on the role in e-WOM adoption of the following demographic variables: nationality, age, marital status, employment, education level, hours spent in the community and length of community membership. Fifty women, comprising 25 members of each of the two communities, were interviewed online to gain more knowledge of the factors that impede or facilitate the adoption of e-WOM. The qualitative results show that argument quality, community bonding and information need fulfilment were all significant in affecting participants’ tendency to adopt e-WOM. This study concludes with specific implications for relevant theories and useful findings at the individual, organizational and societal levels.