Exploring cross-cultural ambivalence: a netnography of intercultural wedding message boards

This paper identifies the construct of cross-cultural ambivalence and examines how it influences brides-to-be while they plan cross-cultural weddings. Through ethnographic analysis of postings across electronic message boards (“netnography”), we discuss the roles of the virtual community in wedding planning. We also identify the coping strategies brides employ in managing the cross-cultural ambivalence that emerges as they reconcile two or more sets of cultural norms and traditions. We discuss the relevance and application of cross-cultural ambivalence to other areas of consumer behavior and marketing.