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The European Journal of Communication Research

Ed. by Averbeck-Lietz, Stefanie / d'Haenens, Leen

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Cultural differences in motivation for consumers’ online brand-related activities on Facebook

Gauze Pitipon Kitirattarkarn / Theo Araujo / Peter Neijens
Published Online: 2018-10-17 | DOI: https://doi.org/10.1515/commun-2018-2017


Given the increased relevance of social networking sites (SNSs) for consumers around the globe, companies face the challenge of understanding motivations underlying consumers’ interactions with online brand-related content. Cross-cultural research on consumer motivations for online brand-related activities on SNSs, however, is limited. The present study explored, via in-depth interviews, reasons why Facebook users from individualistic (the Netherlands, the United States) and collectivistic (South Korea, Thailand) cultures engage with brand-related content. The findings provide in-depth insights, in particular, with regards to collectivistic consumers, to the varied interpretations of the motivations for COBRAs identified in previous literature. We also identified a new motivation specifically for collectivistic cultures: the desire to share an intention to purchase or try a product. Moreover, while collectivistic motivations were driven by the wish to express a sense of belonging to the social group, individualistic cultures appear to engage with brands mainly for obtaining advantages for themselves.

Keywords: culture; individualism; collectivism; brand; motivation; Facebook; SNSs


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About the article

Published Online: 2018-10-17

Citation Information: Communications, ISSN (Online) 1613-4087, ISSN (Print) 0341-2059, DOI: https://doi.org/10.1515/commun-2018-2017.

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