Cross Cultural Analysis of Facebook on Global Purchase

Abstract

This study attempts to examine the impact of culture on social media by utilizing the social media factors: brand influencers, brand generated content, consumer generated content, and brand engagement. In doing so, these social media factors between Turkish and American Facebook users are compared. Two hundred nine people were surveyed using, an online platform. Three-way MANOVA and Post-hoc tests were performed. The results showed that females are more affected than males while different age groups did not have any impact. Culture in Turkey has been changing since females use social media actively and influencers who work with popular brands, support women rights in their posts. Furthermore, Turkish consumers are more sensitive to social media factors on global brand pages of Facebook when compared to American consumers. Overall, gender, age, and cultural differences were observed for social media factors. Findings have practical implications for marketing, especially for advertising products and services on Facebook.