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Journal of Global Marketing Volume 31, 2018 - Issue 5
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Cultural Differences in Consumer Engagement in Brand-Related SNS Groups: A Cross-Cultural Study of China and the United States

Xinyu LuHubbard School of Journalism & Mass Communication, University of Minnesota, Twin Cities, Minneapolis, MN, USACorrespondence[email protected]
Pages 295-307 | Published online: 06 Mar 2018

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Aman Kumar & Amit Shankar. (2023) Disengagement toward brand-based online communities: The role of culture. Journal of Global Marketing 36:4, pages 268-283.
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Risqo M. Wahid & Muji Gunarto. (2022) Factors Driving Social Media Engagement on Instagram: Evidence from an Emerging Market. Journal of Global Marketing 35:2, pages 169-191.
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