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首页> 外文期刊>The Journal of Advertising >Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content
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Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content

机译：挑战传统文化？个人和国家集体主义-个体主义如何通过与品牌相关的用户生成内容来缓和内容特征和社会关系对消费者参与的影响

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摘要

Consumers across the globe increasingly engage with user-generated content about brands on social networking sites (i.e., brand-related user-generated content [Br-UGC]). As online consumer behavior does not occur in a cultural void, the present study extends earlier research by explicitly examining how the collectivism-individualism dimension, both at the national and at the personal level, influences consumers' engagement (liking, commenting on, and sharing) with different types of Br-UGC created by different sources. Results based on a diverse sample of participants from South Korea, Thailand, the Netherlands, and the United States (N=812) suggest that collectivism-individualism at the national level moderates the effects of content characteristics and social relationships on Br-UGC engagement. Moreover, consumers who hold the same values as others in their national culture are more comfortable sharing informative Br-UGC.
机译：全球消费者越来越多地在社交网站上与用户生成的有关品牌的内容（即与品牌相关的用户生成的内容[Br-UGC]）互动。由于在线消费者的行为不会在文化的空缺中发生，因此，本研究通过明确研究国家和个人层面的集体主义-个人主义维度如何影响消费者的参与（喜欢，评论和分享）来扩展早期的研究。 ），以及由不同来源创建的不同类型的Br-UGC。基于来自韩国，泰国，荷兰和美国（N = 812）的参与者的不同样本的结果表明，国家层面的集体主义-个体主义减缓了内容特征和社会关系对Br-UGC参与的影响。此外，在自己的民族文化中拥有与他人相同的价值观的消费者更愿意分享信息丰富的Br-UGC。

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  • 来源
    《The Journal of Advertising》 |2019年第2期|197-214|共18页
  • 作者

    Kitirattarkarn Gauze P.; Araujo Theo; Neijens Peter;

  • 作者单位

    Univ Amsterdam, Amsterdam Sch Commun Res, Dept Commun Sci, Amsterdam, Netherlands;

    Univ Amsterdam, Amsterdam Sch Commun Res, Dept Commun Sci, Corp Commun, Amsterdam, Netherlands|Univ Amsterdam, Digital Commun Methods Lab, Amsterdam, Netherlands;

    Univ Amsterdam, Persuas Commun, Amsterdam Sch Commun Res, Dept Commun Sci, Amsterdam, Netherlands;

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