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 language | English |
|---|---|
| Journal | Journal of Marketing Communications |
| DOIs | |
| State | Accepted/In press - Aug 11 2014 |
Fingerprint
Keywords
- consumer engagement
- cross-cultural
- global marketing communications
- parasocial interaction
- social network site
ASJC Scopus subject areas
- Marketing
- Business and International Management
Cite this
Consumer engagement with brands on social network sites : A cross-cultural comparison of China and the USA. / Tsai, Wanhsiu; Men, Linjuan Rita.
In: Journal of Marketing Communications, 11.08.2014.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Consumer engagement with brands on social network sites
T2 - A cross-cultural comparison of China and the USA
AU - Tsai, Wanhsiu
AU - Men, Linjuan Rita
PY - 2014/8/11
Y1 - 2014/8/11
N2 - 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.
AB - 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.
KW - consumer engagement
KW - cross-cultural
KW - global marketing communications
KW - parasocial interaction
KW - social network site
UR - http://www.scopus.com/inward/record.url?scp=84905326289&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84905326289&partnerID=8YFLogxK
U2 - 10.1080/13527266.2014.942678
DO - 10.1080/13527266.2014.942678
M3 - Article
AN - SCOPUS:84905326289
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
SN - 1352-7266
ER -