How audience diversity affects consumers’ creation of brand posts on Facebook

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.