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Social Media Marketing by Emi Moriuchi

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CHAPTER 4

A Cross-National Perspective on Consumer-Generated Content

According to Brandtzæg (2010), culture influences lifestyle, and lifestyle influences the way individuals communicate and interact with new media technologies. Pookulangara and Koesler (2011) added that the social aspect of shopping “has ingrained in consumer culture for a long time” (p. 340). Culture has been effective in advertising, marketing strategies, and buying habits (Grier and Brumbaugh 1999). In this chapter, we will be discussing how culture affects the use and contribution of CGC.

There has been a rise in consumer-generated content (CGC) in recent years. However, very few studies investigate the attributes of CGC from a cross-national perspective. As Gretzel, Kang, ...

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