The Effects of Individualism and Collectivism on Brand Page Fans: A Study of Young US and Chinese Consumers—An Abstract

Abstract

Social networking sites (SNS) have become the primary source of information. American marketers set up brand pages on SNS to interact and communicate with their customers. However, SNS studies focused mainly on Western consumers’ behaviors, and very little research focuses on Chinese consumers’ brand page perceptions. By examining young American and Chinese consumers to join brand pages on SNS, this study may provide a better understanding of brand page effects on brand-consumer relationships in a cross-cultural context.