Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA

Wan Hsiu Sunny Tsai, Linjuan Rita Men

Research output: Contribution to journalArticle

51 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)2-21
Number of pages20
JournalJournal of Marketing Communications
Volume23
Issue number1
DOIs
StatePublished - Jan 2 2017

Keywords

  • consumer engagement
  • cross-cultural
  • global marketing communications
  • parasocial interaction
  • social network site

ASJC Scopus subject areas

  • Marketing
  • Business and International Management

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