Title: Tweeting about the Oscar-Winning Parasite: Intercultural Use of Country-of-Origin Frames

Host: The University of Arizona, California State University, Bakersfield (CSUB) and D&S Lab

Desc: This research view Twitter engagement as electronic Word of Mouth (eWOM), statements by consumers about a product, service or company that become available to a wider array of people online. Specifically, the current study analyzes how tweets in English and Korean discussed Parasite’s Oscars win through the theoretical framework of Country of Origin (COO) and frames. COO—the country of manufacture, production or growth affects whether individuals decide to accept certain goods or not (Dichter, 1962). Considering the apparent lack of cross-cultural elements in COO research despite the importance of cultures, values, and languages in COO effects, this study first compares the relative prevalence of Parasite’s COO in English and Korean tweets. Second, we compare the relative popularity of the cognitive, affective, and normative frames related to COO effects in English and Korean tweets