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Pitiporn Kitirattarkarn investigated the determinant factors of brand-related user-generated content. engagement on social networking sites, and specifically how the acts of ‘liking’, commenting, sharing, and posting content about brands on Facebook differ across cultures. She compared Facebook users living in two Eastern collectivitist cultures (South Korea, Thailand) and two Western individualistic cultures (the Netherlands and the United States).

Event details of The role of culture in consumer-generated content engagement
Date 10 September 2019
Time 12:00
Location Agnietenkapel

Oudezijds Voorburgwal 229 - 231
1012 EZ Amsterdam