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    Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand 

    Fukushige, Aya; Mayuree Aryupong; Phacharaporn Phijaranakul (Bangkok : Assumption University, 2019)

    This research aims to examine the moderating effects of Hofstede’s cultural dimensions at the individual level on the relationship between acceptance and subsequent forwarding of electronic word of mouth (EWOM) in Thailand. EWOM is currently considered as one of the most influential communication channels for businesses, marketers, and various kinds of consumers. Cultural values can also be a factor to influence consumers’ decision-making behaviors. Hypotheses were developed by adopting Hofstede’s cultural dimensions, but with the newly ...