Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content

Consumers across the globe increasingly engage with user-generated content about brands on social networking sites (i.e., brand-related user-generated content [Br-UGC]). As online consumer behavior does not occur in a cultural void, the present study extends earlier research by explicitly examining how the collectivism-individualism dimension, both at the national and at the personal level, influences consumers’ engagement (“liking,” commenting on, and sharing) with different types of Br-UGC created by different sources. Results based on a diverse sample of participants from South Korea, Thailand, the Netherlands, and the United States (N = 812) suggest that collectivism-individualism at the national level moderates the effects of content characteristics and social relationships on Br-UGC engagement. Moreover, consumers who hold the same values as others in their national culture are more comfortable sharing informative Br-UGC.