Abstract Given the increased relevance of social networking sites (SNSs) for consumers around the globe, companies face the challenge of understanding motivations underlying consumers’ interactions with online brand-related content. Cross-cultural research on consumer motivations for online brand-related activities on SNSs, however, is limited. The present study explored, via in-depth interviews, reasons why Facebook users from individualistic (the Netherlands, the United States) and collectivistic (South Korea, Thailand) cultures engage with brand-related content. The findings provide in-depth insights, in particular, with regards to collectivistic consumers, to the varied interpretations of the motivations for COBRAs identified in previous literature. We also identified a new motivation specifically for collectivistic cultures: the desire to share an intention to purchase or try a product. Moreover, while collectivistic motivations were driven by the wish to express a sense of belonging to the social group, individualistic cultures appear to engage with brands mainly for obtaining advantages for themselves.

中文翻译：

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消费者在Facebook上进行在线品牌相关活动的动机中的文化差异

摘要鉴于社交网站（SNS）对全球消费者的重要性与日俱增，公司面临着理解了解消费者与在线品牌相关内容互动的动机的挑战。但是，关于消费者在SNS上进行在线品牌相关活动的动机的跨文化研究非常有限。本研究通过深入访谈探讨了来自个人主义（荷兰，美国）和集体主义（韩国，泰国）文化的Facebook用户为何使用与品牌相关的内容的原因。这些发现提供了深入的见解，尤其是对于集体消费者，对以前文献中确定的COBRA动机的各种解释。我们还确定了一种专门针对集体文化的新动机：分享购买或试用产品的意愿。此外，虽然集体主义动机是由表达对社会群体的归属感的愿望驱动的，但个人主义文化似乎与品牌互动主要是为了获得自身优势。