Peer‐to‐peer community on social media: An exploratory cross‐cultural study
Kelley Cours Anderson,
Pia A. Albinsson,
Caroline Ducarroz
Abstract:This exploratory research utilizes the lens of uses and gratifications theory (UGT) to examine cross‐cultural differences in consumers' motives for using social media to build peer‐to‐peer (P2P) community. Using a mixed‐method approach through two studies, we first conduct in‐depth interviews to better understand consumers' motivations for P2P community on social media. Then exploratory factor analysis using Belgian and U.S. survey data and confirmatory composite analysis reveal the factors of curiosity, self‐… Show more
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