Details
Originalsprache | Englisch |
---|---|
Seiten (von - bis) | 80-104 |
Seitenumfang | 25 |
Fachzeitschrift | International marketing review |
Jahrgang | 39 |
Ausgabenummer | 1 |
Frühes Online-Datum | 15 Nov. 2021 |
Publikationsstatus | Veröffentlicht - 3 Feb. 2022 |
Abstract
Purpose: This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of innovativeness, the research tests whether the relative size of the immigrant population in a country might affect the relationship of consumers' cultural orientation and opinion leadership. Design/methodology/approach: Tests of the theoretical arguments rely on data from three samples of more than 1,000 consumers collected from Russian immigrants to three countries–Israel, Germany and the United States. Findings: This study offers broad support for the foundational theorizing, in that the findings confirm a mediating role of consumer innovativeness. Cultural orientation relates directly to opinion leadership, though only in two countries with a relatively small (Russian) immigrant population, that is, Germany and the United States. Accordingly, these findings have pertinent theoretical and practical implications. Originality/value: Little research centers on opinion leaders among immigrant consumer segments or details the antecedents of opinion leadership relative to ethnic and immigrant consumer segments. This study contributes to marketing theory and practice by investigating immigrants from Russia who have migrated to Israel, Germany or the United States and by elucidating whether and to what extent their heritage versus host culture orientations exert indirect (via innovativeness) or direct impacts on their opinion leadership, expressed toward heritage and host culture peers.
ASJC Scopus Sachgebiete
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Betriebswirtschaft und Internationales Management
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Marketing
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in: International marketing review, Jahrgang 39, Nr. 1, 03.02.2022, S. 80-104.
Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review
}
TY - JOUR
T1 - Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership
AU - Walsh, Gianfranco
N1 - Funding Information: The author would like to thank Ahmad Jamal for comments on an earlier version of the paper and Mario Schaarschmidt for technical support as well as Ayalla Ruvio and Sigal Segev for their help with data collection.
PY - 2022/2/3
Y1 - 2022/2/3
N2 - Purpose: This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of innovativeness, the research tests whether the relative size of the immigrant population in a country might affect the relationship of consumers' cultural orientation and opinion leadership. Design/methodology/approach: Tests of the theoretical arguments rely on data from three samples of more than 1,000 consumers collected from Russian immigrants to three countries–Israel, Germany and the United States. Findings: This study offers broad support for the foundational theorizing, in that the findings confirm a mediating role of consumer innovativeness. Cultural orientation relates directly to opinion leadership, though only in two countries with a relatively small (Russian) immigrant population, that is, Germany and the United States. Accordingly, these findings have pertinent theoretical and practical implications. Originality/value: Little research centers on opinion leaders among immigrant consumer segments or details the antecedents of opinion leadership relative to ethnic and immigrant consumer segments. This study contributes to marketing theory and practice by investigating immigrants from Russia who have migrated to Israel, Germany or the United States and by elucidating whether and to what extent their heritage versus host culture orientations exert indirect (via innovativeness) or direct impacts on their opinion leadership, expressed toward heritage and host culture peers.
AB - Purpose: This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of innovativeness, the research tests whether the relative size of the immigrant population in a country might affect the relationship of consumers' cultural orientation and opinion leadership. Design/methodology/approach: Tests of the theoretical arguments rely on data from three samples of more than 1,000 consumers collected from Russian immigrants to three countries–Israel, Germany and the United States. Findings: This study offers broad support for the foundational theorizing, in that the findings confirm a mediating role of consumer innovativeness. Cultural orientation relates directly to opinion leadership, though only in two countries with a relatively small (Russian) immigrant population, that is, Germany and the United States. Accordingly, these findings have pertinent theoretical and practical implications. Originality/value: Little research centers on opinion leaders among immigrant consumer segments or details the antecedents of opinion leadership relative to ethnic and immigrant consumer segments. This study contributes to marketing theory and practice by investigating immigrants from Russia who have migrated to Israel, Germany or the United States and by elucidating whether and to what extent their heritage versus host culture orientations exert indirect (via innovativeness) or direct impacts on their opinion leadership, expressed toward heritage and host culture peers.
KW - Consumer innovativeness
KW - Cultural orientation
KW - Heritage/host culture
KW - Opinion leadership
UR - http://www.scopus.com/inward/record.url?scp=85119248734&partnerID=8YFLogxK
U2 - 10.1108/IMR-03-2021-0141
DO - 10.1108/IMR-03-2021-0141
M3 - Article
AN - SCOPUS:85119248734
VL - 39
SP - 80
EP - 104
JO - International marketing review
JF - International marketing review
SN - 0265-1335
IS - 1
ER -