A Cross-cultural Study of Belgian and U.S. Social Media Users’ Need for Community: An Exploratory Study using PLS-SEM

Anderson, Kelley Cours;Albinsson, Pia;Ducarroz, Caroline
(2022) Society for Marketing Advances — Location: Charlotte (North Carolina, USA) (2.November.2022)

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Authors
  • Anderson, Kelley CoursCollege of Charleston (USA)
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  • Albinsson, PiaAppalachian State University (USA)
    Author
  • Ducarroz, CarolineUCLouvain
    Author
Abstract
Social media offers great opportunities for international marketing and community building, yet little research has explored cross-cultural differences in consumers’ motivations to seek and build community in this environment. This exploratory research investigates this underexplored question between Belgian and U.S. young consumers. Informal interviews and secondary data analysis of industry reports furthered our iterative literature review to inform motivation items in a survey. Exploratory factor analysis revealed the factor categories of curiosity, self-presentation, social interaction, the importance of social verification, and communications. Results of partial least squares structural modeling show slight incongruencies between the two samples. Theoretical and managerial implications are discussed.
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Anderson, K. C., Albinsson, P., & Ducarroz, C. (2022). A Cross-cultural Study of Belgian and U.S. Social Media Users’ Need for Community: An Exploratory Study using PLS-SEM. Society for Marketing Advances, Charlotte (North Carolina, USA). https://hdl.handle.net/2078.5/101252