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How Audience Diversity Affects Consumers' Creation of Brand Posts on Facebook: A Cross Cultural Examination.
- Source :
- Journal of Intercultural Communication Research; Jun2022, Vol. 51 Issue 3, p271-290, 20p
- Publication Year :
- 2022
-
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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 17475759
- Volume :
- 51
- Issue :
- 3
- Database :
- Complementary Index
- Journal :
- Journal of Intercultural Communication Research
- Publication Type :
- Academic Journal
- Accession number :
- 156294461
- Full Text :
- https://doi.org/10.1080/17475759.2021.1973066