Real-time marketing to break through the clutter: a cross-cultural comparison of factors and motivators influencing social media consumer engagement and brand eWOM intention in China and Italy

ABSTRACT Purpose – The purpose of this thesis is to empirically investigate the influence that the use of real-time marketing message creativity (CREA) and humor (HUMO) has on consumer brand engagement on social media (CBEN) and electronic word-of-mouth intention (EWOM). Moreover, this study tests the relationship between CBEN and EWOM, by trying to investigate whether the former has a positive effect on the latter, and, by trying to understand if both self-enhancement (SENH) and social bonding (SBON) exert a moderating effect between the two variables. The analysis was carried out in Italy and China, in order to investigate cross-cultural differences between these two different and dissimilar countries. Design/methodology/approach – Two questionnaires, made of the exact same number of blocks and questions, translated in Italian and Chinese, were administered to social media users between August 3rd and August 10th. Two filter questions and two attention checks in the questionnaires revealed a final sample of 100 respondents for both countries. The hypothesized relationships were tested through partial least squares structural equation modeling technique, developed using the SmartPLS software. Findings – The results report that CREA and HUMO have a positive effect on both CBEN and EWOM in China, and that CREA has a positive effect on CBEN and EWOM in Italy. Moreover, CBEN was found to have a positive influence on EWOM intention in both countries, and neither SENH nor SBON were found to have a moderating effect on the relationship in neither country. Implications – Findings from this study reinforce the idea that brands and companies should try to “join the conversation” with their customers online, by encouraging the application of RTM strategies, so as to increase consumers’ social media engagement and their willingness to engage in eWOM activities. Originality/value - This study is only the fourth of its kind, with pioneering outcomes that contribute to the latest marketing literature on the effectiveness of social media real-time marketing strategies, in terms of engagement and WOM intention. Findings provide unique and fundamental contributions in the field of cross-cultural studies as well.