Cross-Cultural Differences in Online Brand Communities: An Exploratory Study of Indian and American Online Brand Communities

Abstract

ABSTRACT This study investigated the cultural differences in the motives for participation in, and the community characteristics of, online brand communities in India and the United States. Results show that giving information, social integration, self-discovery, and status-enhancement motives are stronger for members of collectivist cultures. Results also show that members in collectivistic cultures exhibit a stronger consciousness of kind and moral responsibility and are more familiar with shared rituals and traditions. Overall, the results highlight the importance of considering cultural differences while setting up online brand communities. KEYWORDS: Brand communitiesparticipationindividualismcollectivismconsciousness of kindIndia