Global Versus Local: Understanding Cultural Differences on Facebook Business Pages

摘要

Are there cultural differences in user motivations and behaviors on Facebook fan pages? With the prevalence of social media, many brands have launched business pages on Facebook to engage consumers and build brand equity across the globe. To be truly global, brand managers need to reach these consumers through localization strategies and cater their communication content to local audiences' needs. Nonetheless, there has been limited research on cultural differences in social media. We hope to fill this gap in the literature by analyzing global brands' Facebook pages across four cultures: U.S., Mexico, Australia, and Singapore.