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However, the findings are inconclusive when considering the proposition that studies aimed at identifying motivational factors behind eWOM engagement, differences can be expected in results from populations with predominantly collectivist values as opposed to populations with predominantly individualist values. Assuming that in the Kuwaiti cultural context individualist values predominate, it would have been expected to have results which are different from those obtained in studies carried out among populations whose cultural values are predominantly collectivist. However, this was not the case. In some factors the results are very similar, while in others, results are markedly different. This suggests that more research is needed in the cross cultural implications of motivational factors behind eWOM engagement.<\/p>","DOI":"10.4018\/jeco.2014070103","type":"journal-article","created":{"date-parts":[[2014,11,6]],"date-time":"2014-11-06T13:28:32Z","timestamp":1415280512000},"page":"40-59","source":"Crossref","is-referenced-by-count":4,"title":["Investigating Electronic Word-of-Mouth Motivations in the Middle East"],"prefix":"10.4018","volume":"12","author":[{"given":"Rodrigo","family":"Magalhaes","sequence":"first","affiliation":[{"name":"Kuwait Maastricht Business School, Salmiya, Kuwait"}]},{"given":"Basim","family":"Musallam","sequence":"additional","affiliation":[{"name":"Kuwait Maastricht Business School, Salmiya, Kuwait"}]}],"member":"2432","reference":[{"key":"jeco.2014070103-0","author":"R. D.Blackwell","year":"2001","journal-title":"Consumer Behaviour"},{"key":"jeco.2014070103-1","unstructured":"Chahal, M. (2012) \u201cThe new word of mouth\u201d. 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