| 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. |
