The Effect of Culture and E-Word of Mouth on Customers' Attitude toward Facebook Advertising

This research emphasizes on the important of cultural factors and their impact on forming customers' attitude. Decision makers in the marketing department should focus on cultural dimensions that influence customers' decision process. Therefore, this study examines Hofstede's cultural factors such as individualism, uncertainty avoidance, power distance, masculinity, femininity and e-word of mouth on attitude toward Facebook Advertising. Each dimension has different impact on consumers' attitude. From the perspective of individualism, it appears that individualistic customers tend to make their own decision; therefore, those customers would not accept influence from others. Also, uncertainty avoidance can negatively impact attitude toward Facebook advertising due to lack of trust. The study found that e-word of mouth can positively impact consumers' attitude toward Facebook advertising and sharing relevant information. This research used quantitative method, and the researcher collected 450 questionnaires.