Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Issue 1 (2nd January 2017)

• Record Type: Journal Article
• Authors: Tsai, Wan-Hsiu Sunny; Men, Linjuan Rita
• Is Part Of: Journal of marketing communications. Volume 23:Issue 1(2017)
• Page Start: 2
• Page End: 21
• Publication Date: 2017-01-02
• Subjects: consumer engagement -- social network site -- cross-cultural -- parasocial interaction -- global marketing communications; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2014.942678
• Languages: English
• ISSNs: 1352-7266

Abstract

Abstract : To advance theoretical understanding of consumer engagement on social media, this cross-cultural study evaluates how culture influences consumers' engagement levels and activities on brand pages of social network sites. It further evaluates the underlying motivations and engagement mechanisms in two culturally distinct countries, China and the USA. Specifically, social media dependency, parasocial interaction, and community identification are examined as the key antecedents of consumer-brand engagement. The results confirm the effects of the proposed antecedents and reveal both cultural differences and similarities between Chinese and American consumers' engagement with brand pages on social network sites.