Amsterdam School of Communication Research / ASCoR

UGC on Facebook in High- and Low-context Cultures How Culture Affects the Antecedents and Consequences of Brand-related UGC

PhD Student: Gauze Kitirattarkarn MSc

Brand-related user-generated content (br-UGC) interactions on SNSs are an important driver of consumer-behavior and increase the effectiveness of brand communication.

Given how social norms and the influence of one’s own social network are critical in communication processes, especially for persuasive communication, understanding how culture influences the antecedents and consequences of br-UGC becomes a critical step towards both the advancement of academic research, validating findings that have been thus far restricted to single-country studies within largely Westernized samples, and to practice, assisting organizations and brands that operate in multiple countries. 

Thus this project aims to answer the question of how cultural differences affect factors influencing the creation of, engagement with, and consequences of br-UGC’s on Facebook pages of users.

Published by  ASCoR

6 November 2017