the cases of kuwait and saudi arabia

284 Pages·2016·2.9 MB·English

INFLUENCES ON E-WOM ADOPTION IN TWO FEMALE
ONLINE COMMUNITIES: THE CASES OF KUWAIT AND
SAUDI ARABIA

A thesis submitted for the degree of Doctor of Philosophy

by

Nahed Mohammed Al-Haidari

Department of Computer Science
Brunel University
September 2016
II
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
III
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.
IV
لىاو دايزو دممح يئانبأو يجوز نم ةنوكلما ةيرغصلا تيلئاع لىا هذه تيلاسر يدهأ
تيوخإو بيأو يمأ
V
Acknowledgements
I owe heartfelt thanks to the many great people who helped and supported me during my
PhD journey. They smoothed my path and I wish to express my thanks to them.

First and foremost, I am grateful to all my family members in Kuwait, my husband and my
two children, who have always supported me, covering my absence and standing by my
efforts to come abroad, and of course my father, mother, sisters and brothers, who have
always been with me.

In addition, I warmly thank all my dear friends in London, especially Mona and Sheikah,
for their understanding and support.

Last but not least, I would like to express my appreciation to my supervisor, for the
valuable guidance and advice and for the willingness to answer my questions at any time.

Without their help and their support, I would not have been able to complete my PhD
journey.
VI
Declaration
This thesis contains the following material that has been published or submitted for
publication as a direct result of this research.
Journal
Al-Haidari, N. and Coughlan, J. (2014). The influence of electronic-word-of-mouth on
female consumer decision-making for beauty products in a Kuwaiti female online
community, Journal of Contemporary Eastern Asia, 13(2), pp. 3-14.
Al-Haidari, N. and Coughlan, J. (2015). An exploratory content analysis of a Saudi
women’s beauty products discussion forum. Asia Pacific Journal of Information Systems,
25(4), pp. 805-822.
Conference
Al-Haidari, N. and Coughlan, J. (2012). Investigating continuance usage of e-WOM in
online communities, International Conference on Information Society (i-Society 2012).
VII
Table of Contents
Abstract .............................................................................................................................................. II
Acknowledgements .......................................................................................................................... V
Declaration....................................................................................................................................... VI
List of Tables .............................................................................................................................. XXVIII
List of Figures .............................................................................................................................. XXIX
List of abbreviations .................................................................................................................... XXX
Chapter 1: Introduction ................................................................................................................... 1
1.1. Introduction .................................................................................................................................. 1
1.2. Background and Motivation ......................................................................................................... 1
1.2.1. The beauty market in the Gulf .................................................................................................................. 1
1.2.2. Online communities .................................................................................................................................... 2
1.2.3. Gender effects ............................................................................................................................................. 4
1.2.4. Cultural effects ........................................................................................................................................... 6
1.3. Research Questions ....................................................................................................................... 9
1.4. Aim and Objectives ..................................................................................................................... 10
1.5. Methodology ................................................................................................................................ 10
1.5.1. Content analysis ........................................................................................................................................ 11
1.5.2. Interviews .................................................................................................................................................. 12
1.6. Research Contribution ................................................................................................................ 12
1.7. Structure of the Thesis ................................................................................................................ 13

Chapter 2: Literature Review ........................................................................................................ 15
2.1. Introduction................................................................................................................................. 15
2.2. The Beauty Market in GCC Countries ....................................................................................... 15
2.3. Online Communities ................................................................................................................... 16
2.3.1. Concepts and definitions .......................................................................................................................... 17
2.3.2. Members’ online behavioural roles ......................................................................................................... 21
2.4. Online Communities in Kuwait and Saudi Arabia ..................................................................... 23
2.4.1. OCs in Kuwait .......................................................................................................................................... 23
2.4.2. OCs in Saudi Arabia ................................................................................................................................. 24
2.5. Rationale for Studying Online Communities .............................................................................. 26
2.5.1. The importance of OCs for their members ............................................................................................. 26
2.5.2. The importance of OCs for businesses .................................................................................................... 27
2.6. Characteristics of e-WOM .......................................................................................................... 28
2.6.1. Importance of e-WOM in the decision-making process ........................................................................ 30
2.6.2. E-WOM and OCs ..................................................................................................................................... 32
VIII
2.7. E-WOM and Gender ................................................................................................................... 34
2.7.1. Gender differences in e-WOM use .......................................................................................................... 34
2.7.2. Females and the decision-making process .............................................................................................. 37
2.8. Cultural Context ......................................................................................................................... 38
2.8.1. Profile of Kuwait ....................................................................................................................................... 38
2.8.2. Main elements of Kuwaiti culture and values ........................................................................................ 39
2.8.2.1. National culture ......................................................................................................................................... 39
2.8.2.2. Tribal issues ............................................................................................................................................... 40
2.8.2.3. Women’s role and status ............................................................................................................................ 40
2.8.3. Profile of Saudi Arabia ............................................................................................................................. 41
2.8.4. Main elements of Saudi culture and values ............................................................................................ 42
2.8.4.1. National culture ......................................................................................................................................... 42
2.8.4.2. Tribal tradition ........................................................................................................................................... 43
2.8.4.3. Religious issues .......................................................................................................................................... 43
2.8.4.4. Women’s roles and status in Saudi Arabia ................................................................................................ 44
2.9. E-WOM in Different Cultural Contexts ..................................................................................... 45
2.9.1. The GCC context ...................................................................................................................................... 45
2.9.2. The Middle Eastern context ..................................................................................................................... 46
2.9.3. The Islamic context ................................................................................................................................... 46
2.10. Gaps in the Literature ................................................................................................................. 47
2.11. Summary ..................................................................................................................................... 49

Chapter 3: Conceptual Model ........................................................................................................ 50
3.1. Introduction................................................................................................................................. 50
3.2. Research focus ............................................................................................................................. 50
3.3. Adoption Theories of Behaviour ................................................................................................. 52
3.4. Information Adoption Model ...................................................................................................... 53
3.4.1. Argument Quality ..................................................................................................................................... 55
3.4.2. Source Credibility ..................................................................................................................................... 55
3.4.3. Information Usefulness ............................................................................................................................ 56
3.4.4. Receiver Involvement ............................................................................................................................... 56
3.4.5. Receiver expertise ..................................................................................................................................... 57
3.4.6. Information adoption ............................................................................................................................... 57
3.5. Information System Continuance Model .................................................................................... 58
3.5.1. Perceived usefulness ................................................................................................................................. 59
3.5.2. Confirmation ............................................................................................................................................. 59
3.5.3. Satisfaction ................................................................................................................................................ 60
3.5.4. IS continuance ........................................................................................................................................... 60
3.6. Post adoption and e-WOM .......................................................................................................... 62
3.7. The Knowledge Contribution Model .......................................................................................... 63
3.7.1. Identity Verification.................................................................................................................................. 63
3.7.2. Community IT Artefacts .......................................................................................................................... 64
3.7.3. Satisfaction ................................................................................................................................................ 64
3.7.4. Control variables ...................................................................................................................................... 65
IX
3.7.4.1. Offline activities ......................................................................................................................................... 65
3.7.4.2. Information need fulfilment ...................................................................................................................... 66
3.8. Rationale for selecting IAM, ISCM and KCM ........................................................................... 66
3.9. Summary ..................................................................................................................................... 70
Chapter 4: Methodology ................................................................................................................. 71
4.1. Introduction................................................................................................................................. 71
4.2. Philosophical Perspective: Interpretive Paradigm ..................................................................... 71
4.3. Two-phase research design .......................................................................................................... 73
4.4. Research strategy and approach ................................................................................................. 74
4.4.1. Case study methodology ........................................................................................................................... 74
4.4.2. Multiple case studies ................................................................................................................................. 75
4.4.3. Qualitative research approach ................................................................................................ 75
4.5. Phase 1: Content analysis ......................................................................................................................... 77
4.5.1. Rationale for using content analysis ........................................................................................................ 77
4.5.2. Pilot study context .................................................................................................................................... 79
4.5.3. Coding and analysis procedure................................................................................................................ 79
4.5.4. Sampling and Population ......................................................................................................................... 86
4.6 Phase 2: Interviews...................................................................................................................... 87
4.7 Summary ........................................................................................................................................... 89

Chapter 5: Analysis of Qualitative Data from Kuwaiti and Saudi Online Community Threads
.......................................................................................................................................................... 90
5.1. Introduction................................................................................................................................. 90
5.2. Kuwait case: Content analysis of forum threads ........................................................................ 90
5.3. Key determinants of e-WOM adoption in the beauty industry context in the Kuwaiti case ..... 92
5.3.1. Argument Quality ..................................................................................................................................... 92
5.3.2. Community Bonding .............................................................................................................................. 102
5.3.3. Receiver Involvement ............................................................................................................................. 111
5.3.4. Information Need Fulfilment ................................................................................................................. 112
5.3.5. Information Usefulness .......................................................................................................................... 113
5.3.6. Source Credibility ................................................................................................................................... 113
5.3.7. Offline Activities ..................................................................................................................................... 114
5.3.8. Satisfaction .............................................................................................................................................. 114
5.4. Online behavioural roles in Kuwait .......................................................................................... 114
5.5. Saudi Arabia case: Content analysis of forum threads ............................................................. 115
5.6. Key determinants of e-WOM adoption in the Saudi beauty industry context ......................... 117
5.6.1. Argument Quality ................................................................................................................................... 117
5.6.2. Community Bonding .............................................................................................................................. 124
5.6.3. Receiver involvement ............................................................................................................................. 130
X
5.6.4. Information need fulfilment................................................................................................................... 130
5.6.5. Information Usefulness .......................................................................................................................... 131
5.6.6. Source Credibility ................................................................................................................................... 131
5.6.7. Offline Activities ..................................................................................................................................... 131
5.6.8. Satisfaction .............................................................................................................................................. 132
5.7. Online behavioural roles in Saudi Arabia ................................................................................. 132
5.8. Comparison of content analysis between the two cases ............................................................ 133
5.9. Summary ................................................................................................................................... 137

Chapter 6: Phase Two - Analysis of Interview Data................................................................... 138
6.1. Introduction .............................................................................................................................. 138
6.2. Method ...................................................................................................................................... 138
6.2.1. Aim of the interviews .............................................................................................................................. 138
6.2.2. Structure of the interview ...................................................................................................................... 141
6.2.3. Format and Length .................................................................................. Error! Bookmark not defined.139
6.2.4. Ethical considerations ............................................................................. Error! Bookmark not defined.139
6.2.5. Profile of the informants ........................................................................ Error! Bookmark not defined.139
6.2.6. Sample ...................................................................................................... Error! Bookmark not defined.140
6.2.6. Data analysis ........................................................................................................................................... 141
.6.3 Case Study 1: Kuwait Online Community ................................................................................ 141
6.3.1. Interviewee profiles ................................................................................................................................ 141
6.3.2. Q1: In your opinion, why do you adopt e-WOM in this OC? .................................................. 142
6.3.2.1 Argument Quality ................................................................................................................................... 141
6.3.2.2 Community Bonding .............................................................................................................................. 141
6.3.2.3 Receiver Involvement ............................................................................................................................. 144
6.3.2.4 Information Need Fulfilment ................................................................................................................. 145
6.3.2.5 Information Usefulness .......................................................................................................................... 146
6.3.2.6 Source Credibility ................................................................................................................................... 113
6.3.2.7 Offline Activities ..................................................................................................................................... 149
6.3.2.8 Satisfaction .............................................................................................................................................. 114
6.3.3. Q2: What types of messages are there in this OC? Do you think these types of messages affect
your adoption of e-WOM? ...................................................................................................................... 151
6.3.4. Q3: How would you describe your role as a member of this OC? How important is this to e-
WOM adoption? ...................................................................................................................................... 155
6.4. Case study 2: Saudi online community ..................................................................................... 157
6.4.1. Interviewee profiles ............................................................................................................... 157
6.4.2. Q.1: In your opinion, why do you adopt e-WOM in this OC? ................................................. 157
6.4.2.1. Argument quality.................................................................................................................................... 157
6.4.2.2. Community bonding ............................................................................................................................... 158
6.4.2.3. Receiver involvement ............................................................................................................................. 160
6.4.2.4. Information need fulfilment................................................................................................................... 160
6.4.2.5. Information usefulness ........................................................................................................................... 162