Knowledge Sharing through Culturally Embedded Online CustomerBehavior in the Era of Human-Centric Industry 5.0

In the era of human-centric Industry 5.0, the knowledge customers shared in the online environment becomes critical for company's competitiveness.However, little is known about the emotional knowledge customers shared and the influence of their mental models on the adopted behavior.The current research aims to determine how cultural specificity influences the emotional content of the hotel's online reviews and ratings.Thus, 5445 unique comments posted by customers from across 77 countries are analyzed.The results show that: (i) customers' emotions incorporated in online reviews positively influence hotel's ratings; (ii) the emotions shared through online reviews are positively influenced by customers' cultural specificity; and (iii) customers' cultural specificity influences hotel's ratings.The model has low predictive power, and the differences are significant when it comes to online ratings.These findings extend the hospitality literature and help managers understand customers' online behavior.