In a sample comprising of global cross-cultural teams of 1,240 participants from developed countries (e.g., United States and Italy) versus 1,176 participants from emerging economies (e.g., China, India, Colombia, Brazil, and Malaysia), the current research demonstrates how high social spatial imagery (SSI) enhances xenocentrism amongst users in global virtual teams (GVTs), and this further increases negative electronic word-of-mouth (eWOM) shared in social media networked environments. The authors provide evidence suggesting that group culture moderates the relationship between SSI and WOM, which further impacts project outcomes. Low power distance, individualist and masculine cultures exert strong and positive relationships between xenocentrism and negative eWOM, thus enhancing overall project performance. In contrast, high power distance, collectivist, and feminine cultures exert positive relationships between xenocentrism and positive eWOM, thus enhancing overall project outcomes. The authors discuss theoretical and managerial implications for social media based projects with group culture and xenocentrism influencing these relationships in strongly- versus weakly-tied online social networks.