A Cross-Cultural Perspective on Motives and Patterns of Brand Recommendation in Social Media

2018 ◽  
Vol 8 (2) ◽  
pp. 27-44 ◽  
Author(s):  
Castulus Kolo ◽  
Stefan Widenhorn ◽  
Anna-Lena Borgstedt ◽  
David Eicher
Keyword(s):  
Social Media ◽  
Principal Component Analysis ◽  
Cultural Differences ◽  
Formal Education ◽  
Principal Component ◽  
Cross Cultural ◽  
Substantial Influence ◽  
Cultural Perspective ◽  
The Us ◽  
Do So

This article describes how today, social media enable users to comment on brands in a multitude of ways. Although it is undoubted that this can have a substantial influence on the way brands impact on consumers, comparatively little is known about what motivates consumers to recommend brands in social media and whether there are cultural differences therein. This article aims to determine the factors leading to either positive or negative communication about brands on Facebook, YouTube, Twitter, and brand-related blogs based on a representative sample from Germany and the US, each with 1,000 adults. Complementary to an analysis of factors determining a general inclination to recommend, a principal component analysis of the diverse motives to do so exhibits patterns being largely consistent in a cross-cultural perspective, however, with differences in specific practices concerning gender, age, and formal education. A cluster analysis as well as taking a look at “influencers” provide a basis for developing differentiated strategies of brand communication and management respectively.

A Cross-Cultural Perspective on Motives and Patterns of Brand Recommendation in Social Media

2019 ◽  
pp. 388-406
Author(s):  
Castulus Kolo ◽  
Stefan Widenhorn ◽  
Anna-Lena Borgstedt ◽  
David Eicher
Keyword(s):  
Social Media ◽  
Principal Component Analysis ◽  
Cluster Analysis ◽  
Cultural Differences ◽  
Formal Education ◽  
Principal Component ◽  
Cross Cultural ◽  
Substantial Influence ◽  
Cultural Perspective ◽  
The Us

This article describes how today, social media enable users to comment on brands in a multitude of ways. Although it is undoubted that this can have a substantial influence on the way brands impact on consumers, comparatively little is known about what motivates consumers to recommend brands in social media and whether there are cultural differences therein. This article aims to determine the factors leading to either positive or negative communication about brands on Facebook, YouTube, Twitter, and brand-related blogs based on a representative sample from Germany and the US, each with 1,000 adults. Complementary to an analysis of factors determining a general inclination to recommend, a principal component analysis of the diverse motives to do so exhibits patterns being largely consistent in a cross-cultural perspective, however, with differences in specific practices concerning gender, age, and formal education. A cluster analysis as well as taking a look at “influencers” provide a basis for developing differentiated strategies of brand communication and management respectively.

The Tipping Point

2020 ◽  
Vol 12 (1) ◽  
pp. 23-39
Author(s):  
Soo Kwang Oh ◽  
Seoyeon Hong ◽  
Hee Sun Park
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Cultural Differences ◽  
Exploratory Study ◽  
Cross Cultural ◽  
Cultural Perspective ◽  
Theoretical Frameworks ◽  
Media Usage ◽  
Current Shift ◽  
Perceived Relationships

While previous researchers have addressed motivations to join and continue using social media, this paper focuses on why users quit certain social media and change their favorite platforms, such as the current shift from Facebook to Twitter to Instagram and Snapchat. Furthermore, this exploratory study seeks to build an understanding of social media usage and motivations for switching from a cross-cultural perspective by comparing findings from Korean and U.S. users. Findings from 19 focus group sessions (n = 118) highlight influences regarding modes of usage, user control, commitment, addiction, privacy, perceived relationships, self-construals, and social/cultural trends. Findings are further analyzed and compared in light of relevant theoretical frameworks and cultural differences.

Fake news detection and social media trust: a cross-cultural perspective

2021 ◽  
pp. 1-20
Author(s):  
Amal Dabbous ◽  
Karine Aoun Barakat ◽  
Beatriz de Quero Navarro
Keyword(s):  
Social Media ◽  
Cross Cultural ◽  
Fake News ◽  
Cultural Perspective ◽  
Media Trust

Gender and National Differences in Attitudes toward Same-Gender Touch

1994 ◽  
Vol 78 (3) ◽  
pp. 1027-1034 ◽  
Author(s):  
Frank N. Willis ◽  
Vicki A. Rawdon
Keyword(s):  
Cultural Differences ◽  
Female Students ◽  
Cross Cultural ◽  
The Other ◽  
Male And Female ◽  
New Methods ◽  
Cross Cultural Differences ◽  
National Differences ◽  
The Us ◽  
Same Gender

Women have been reported to be more positive about same-gender touch, but cross-cultural information about this touch is limited. Male and female students from Chile (n = 26), Spain (n = 61), Malaysia (n = 32), and the US (n = 77) completed a same-gender touch scale. As in past studies, US women had more positive scores than US men. Malaysians had more negative scores than the other three groups. Spanish and US students had more positive scores than Chilean students. National differences in attitudes toward particular types of touch were also noted. The need for new methods for examining cross-cultural differences in touch was discussed.

scholarly journals Measuring the Systematic Risk of Sectors within the US Market Via Principal Components Analysis: Before and during the COVID-19 Pandemic

2022 ◽  
Author(s):  
Jaime González Maiz Jiménez ◽  
Adán Reyes Santiago
Keyword(s):  
Principal Component Analysis ◽  
Stock Market ◽  
Principal Components Analysis ◽  
Principal Components ◽  
Systematic Risk ◽  
Principal Component ◽  
Component Analysis ◽  
Market Capitalization ◽  
The Us ◽  
Components Analysis

This research measures the systematic risk of 10 sectors in the American Stock Market, discerning the COVID-19 pandemic period. The novelty of this study is the use of the Principal Component Analysis (PCA) technique to measure the systematic risk of each sector, selecting five stocks per sector with the greatest market capitalization. The results show that the sectors that have the greatest increase in exposure to systematic risk during the pandemic are restaurants, clothing, and insurance, whereas the sectors that show the greatest decrease in terms of exposure to systematic risk are automakers and tobacco. Due to the results of this study, it seems advisable for practitioners to select stocks that belong to either the automakers or tobacco sector to get protection from health crises, such as COVID-19.

How Contemporary Publics Understand and Experience Happiness: A Cross-Cultural Perspective

2010 ◽  
Vol 11 (1) ◽  
pp. 1-19 ◽  
Author(s):  
DOH CHULL SHIN
Keyword(s):  
United States ◽  
Cultural Differences ◽  
The United States ◽  
Cross Cultural ◽  
Cultural Perspective ◽  
The West ◽  
China And India ◽  
Cross Cultural Differences ◽  
The People ◽  
Culturally Different

AbstractHow do contemporary publics understand happiness? What makes them experience it? Do conceptions and sources of their happiness vary across culturally different societies? This paper addresses these questions, utilizing the 2008 round of the AsiaBarometer surveys conducted in six countries scattered over four different continents. Analyses of these surveys, conducted in Japan, China, and India from the East; and the United States, Russia, and Australia from the West, reveal a number of interesting cross-cultural differences and similarities in the way the people of the East and West understand and experience happiness. Specifically, the former are much less multidimensional than the latter in their conceptions of happiness. Yet, they are alike in that their sense of relative achievement or deprivation is the most pervasive and powerful influence on happiness.

Higher Education Scenario from a Cross-Cultural Perspective

2012 ◽  
Vol 10 (4) ◽  
pp. 44-55
Author(s):  
Enric Serradell-López ◽  
Pablo Lara-Navarra ◽  
Cristina Casado-Lumbreras
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Cross Cultural ◽  
Cultural Dimensions ◽  
Cultural Perspective ◽  
Relevant Research ◽  
The World ◽  
Strategy Design ◽  
The Impact ◽  
Do So

Higher education institutions are crucial in the present. Universities play a role that varies with time and evolves with society. Globalization is changing the world and affecting higher education institutions in all their intrinsic characteristics: personnel, programs, infrastructures and students. Analyzed is the relevant research on cultural dimensions and applies it to higher education institutions focusing the analysis of the impact on eLearning setups. To do so, variables related to organizational strategy, design of curricula and teaching tools are proposed and analyzed from a set of cultural dimensions. Results show that higher education institutions are facing big challenges in their adaptation to multi-cultural arrangements.

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