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How Audience Diversity Affects Consumers’ Creation of Brand Posts on Facebook: A Cross Cultural Examination

G. P. Kitirattarkarn,T. Araujo,P. Neijens

Published 2021 in Journal of Intercultural Communication Research

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.

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