Activities per year
brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how individuals’ motivations for social media use and branded content reflecting these motivations affect three focal consumer brand
responses (viral behavioral intentions, click intention, and purchase intention) across different cultural contexts, namely Western European (i.e. Austria, Belgium, Sweden) and Latin (i.e. Brazil, Chile, Portugal) cultures. Our results exhibit significant positive effects of motivations (Remuneration) and branded appeals (entertainment appeal) on consumer responses that prevail in both Western European and Latin cultures. Managers implementing cross-cultural social media
marketing can use the insights of this paper as a guide to target audiences with brand appeals, enhancing the effectiveness of their brand communication activities on social media.
The first author acknowledges the support from the National Agency for Research and Development
(ANID)/Scholarship Program/DOCTORADO BECAS CHILE/2017 – 72180395 doctoral grant.
FingerprintDive into the research topics of 'Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study'. Together they form a unique fingerprint.
- 1 Oral presentation
Branded Appeals and Motivations for Brand-Related Social Media Use as Drivers of Brand Outcomes on Social Media: A Multi-Country Study
Cristian Buzeta (Speaker), Freya De Keyzer (Speaker), Nathalie Dens (Speaker) & Patrick De Pelsmacker (Speaker)24 Jun 2022
Activity: Talk or presentation › Oral presentation › Academic