How Audience Diversity Affects Consumers' Creation of Brand Posts on Facebook: A Cross Cultural Examination. Issue 3 (4th May 2022)

• Record Type: Journal Article
• Authors: Kitirattarkarn, Gauze Pitipon; Araujo, Theo; Neijens, Peter
• Is Part Of: Journal of intercultural communication research. Volume 51:Issue 3(2022)
• Page Start: 271
• Page End: 290
• Publication Date: 2022-05-04
• Subjects: User-generated content -- social relationships -- audience -- SNSs -- Facebook -- culture; Intercultural communication -- Periodicals; 303.482
• DOI: 10.1080/17475759.2021.1973066
• Languages: English
• ISSNs: 1747-5759

Abstract

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.