#12890. How Audience Diversity Affects Consumers’ Creation of Brand Posts on Facebook: A Cross Cultural Examination

2022publication date
Proposal available till 15-12-2021
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Abstract:
The purpose of this study is to investigate cultural influence on the creation of brand-related posts on Facebook, with a particular focus on the mediating roles of the diversity of user audiences, as well as the intensity of Facebook use. The online survey was conducted with a representative sample of respondents from South Korea, Thailand, the Netherlands, and the United States (N = 802). The findings show that cultural differences at both personal and national levels play a role for social relationships between users and their audiences with consequences for the creation of brand posts. Specifically, as a result of audience diversity, users in individualistic cultures create brand-related content more frequently than users in collectivistic cultures, partly as a consequence of their higher Facebook use.
Keywords:
audience; culture; Facebook; SNSs; social relationships; User-generated content

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