Cultural differences in customer emotions

E-commerce platforms have emerged as leading arenas for fostering customer engagement, offering unique pathways for gauging customer satisfaction through reviews and enabling diverse approaches to analyzing content. This inquiry arises from the increasing inclination toward incorporating customer feedback into cultural examinations, addressing a research gap in cultural studies centered on e-commerce platforms across various societies. What sets this study apart is its focus on scrutinizing the emotional expressions of both Eastern and Western consumers as depicted in their online feedback. The findings revealed 27 distinct emotions discernible in both sets of reviews, with notable variations in their distributions. Theoretically, the research posited and verified a novel conceptual correlation between emotions and cultures. On a practical level, it provided businesses with insights into their customers' emotional experiences, facilitating more culturally targeted approaches to customer engagement.