A Cross-National Study of the Influence of Individualism and Collectivism on Liking Brand Pages

Abstract

ABSTRACT. The purpose of this study is to examine cultural differences between young American (individualist) and Korean (collectivist) consumers’ intentions to become brand page fans. The theory of planned behavior serves as the theoretical underpinning to investigate the relationships between consumers’ attitudes, perceived behavioral control, social influence, intentions to join, and intentions to purchase. The findings reveal that intracultural effects influence young consumers’ intentions to join brand pages in both countries. The interdependent self has a stronger impact on attitudes, social influence, and perceived behavioral control than the independent self. The findings provide marketers with ideas for implementing social media marketing communications programs in the global marketplace.