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This study aims to understand the effect of cultural dimension (individualism/ collectivism) on promotional rewards (social or economic) resulting in incentivizing consumers to engage in electronic word-of-mouth (eWOM), further impacting their repurchase intentions.

In Study 1, a 2 (culture: individualism vs collectivism) × 2 (promotional rewards: social vs economic) between-subjects design was used. Structural equation modeling was used to test the hypotheses. In Study 2, culture was measured instead of just being manipulated. The authors used regression analysis in this study.

Owing to the characteristics of collectivistic individuals, consumers in collectivistic cultures were more likely to respond to social rewards as an incentive to engage in eWOM. However, consumers in individualistic cultures were more motivated to engage in eWOM when economic rewards were offered.

Despite the global nature of eWOM, little research has explored the effects of cultural traits on consumer response to amplified eWOM strategy. Additionally, though many organizations now offer various promotional incentives to reviewers, little research has explored the effects of promotional offers on a reviewer’s subsequent behavior, and no research has explored the relationship between cultural dimensions and current and future response to promotional eWOM rewards.

The world of work is constantly changing. The COVID-19 pandemic has reinforced working from home, and there is an increasing demand for flexibility regarding the workplace. There is little empirical evidence on the mechanisms and factors that influence employee outcomes, such as productivity and turnover intention, at the workplace and at home. In addition, it is unclear whether the workplace characteristics that influence employee outcomes vary between different nations due to country-specific circumstances. The paper aims to address these two issues.

The research model applied in this study is based on the job demands-resources (JD-R) and environmental demands-resources models using German (n = 429) and USA (n = 507) survey samples. Partial least squares structural equation modelling is used to analyse the influence of workplace characteristics (isolation, family–work interference, equipment/facilities and skill variety) on employee outcomes (satisfaction, burnout, productivity and turnover intention). Additionally, a multi-group analysis is used to explore group differences in the factors influencing satisfaction, burnout, productivity and turnover intention between employees in Germany and the USA.

The results reveal that significant determinants of productivity and turnover intention include isolation, family–work interference, equipment/facilities and skill variety. Isolation and equipment/facilities are identified as the most important demands and resources of the home workplace. Some significant differences are found between Germany and the USA. The positive effect of isolation on burnout is significantly stronger in the USA than in Germany, whereas the positive effect of family–work inference on burnout is stronger in Germany than in the USA. The negative effects visible for the relations between burnout and satisfaction, and satisfaction and turnover intention are stronger in Germany than in the USA. The positive effect of burnout on turnover intention is stronger in the USA compared to Germany.

The study adds empirical evidence to the JD-R theory by analysing the influence of the home workplace characteristics on employee outcomes in different countries for the first time using a multi-group analysis. In addition, the study reveals new insights into the differences between the knowledge workforces in Germany and the USA by uncovering how key factors influence employee outcomes such as productivity and turnover intention, partially carried by varying length of experience in work from home between both of these countries. Insights from this study can support corporate real estate managers to make better decisions on the design of employees’ home workplaces and the integration of work from home into the company’s workspace concept.