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A cross-cultural study of consumer connection with social networking sites
This research investigates consumer connection with online social networking sites (SNS) in cross-cultural contexts. The effects of consumer susceptibility to interpersonal influence (CSII), sociable trait, perceived risk of social media, and gender on consumer self-SNS connection are examined. CSII and sociable trait reflect an inherent tendency of consumers who desire to use an SNS. Perceived risk of using SNS reflects consumers' trust of social media and determines their willingness to be involved in interpersonal communication behaviours (eg sharing information). A survey was conducted to collect data from college students in the USA and France respectively. The results show that CSII and sociable trait are significant predictors of consumer connection with SNS, but the perceived risk of social media is not significantly related to consumer connection with SNS. There are significant gender and cross-cultural differences in the effects of sociable trait and perceived risk on consumer connection with SNS. As this is the first research study that examines consumer self-SNS connection, these results provide valuable insights into the factors affecting consumer connection with SNS. Implications for marketing and social media are discussed.
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Yujie Wei Yujie (Jack) Wei is Professor of Marketing of Marketing & Real Estate Department at the University of West Georgia. He received his doctoral degree in business administration with a major in marketing at Georgia State University. His research has appeared in many academic journals, including the Journal of Business Research, Journal of Advertising, Journal of Electronic Commerce Research, Journal of Promotion Management and Journal of Interactive Marketing. His research interests focus on social media marketing and e-commerce, marketing strategy and international marketing.