The Role Of Individuals' Cultural Orientation On Motivations To Create Brand-Related User Generated Content (Ugc)

Abstract

Online platforms such as social media, blogs, forums and brand websites have not only enabled consumers all over the world to communicate with each other but have also enabled marketers and brands to reach out to the consumers. Consumers engage with brands by creating content in the form of pictures, videos, feedback, suggestions, views, and ideas known as User-Generated Content (UGC). Furthermore, UGC is an emerging field in the literature, where its motivations have been examined. However, there remains a gap in terms of studying individuals’ cultural orientation that affects brand-related UGC creation. Moreover, consumers’ cultural values play a crucial role in their behavior or actions. This study, therefore, proposes to examine the role of individuals’ cultural values on motivations for brand-related UGC involvement. Data was collected through an online questionnaire and analyzed using SEM. The results of the study indicated that consumers’ cultural values have a positive impact on the intrinsic and extrinsic motivations for brand-related UGC involvement.