Cultural differences in consumer engagement in brand-related SNS groups : a cross-cultural study of China and the United States
Year of publication: |
2018
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Authors: | Lu, Xinyu |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 31.2018, 5, p. 295-307
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Subject: | Consumer engagement | online brand community | SNS | cross-cultural comparison | social media | Social Web | Social web | USA | United States | China | Konsumentenverhalten | Consumer behaviour | Vergleich | Comparison | Kulturelle Identität | Cultural identity |
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