Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs)
Document Type
Article
Publication Date
9-3-2017
Abstract
To gain a better understanding of online brand communities, this study has examined why people joined in online brand communities and whether there were some differences in the motivations of Internet users based on different cultures. Open-ended questions were asked to the community members from both South Korean Automobile Online Brand Communities (KAOBC) and American Automobile Online Brand Communities (AAOBC) in the first stage and then generated and utilized an online survey for the study. The study found that KAOBC members tended to have a stronger social network, business, and communication motivations than AAOBC members. As a primary motivation, information seeking is the strongest motivation for members of both KAOBC and AAOBC. They had a similar level of information motivation.
Publication Title
Journal of Promotion Management
Volume
23
Issue
5
First Page
633
Last Page
653
Digital Object Identifier (DOI)
10.1080/10496491.2017.1297981
ISSN
10496491
E-ISSN
15407594
Citation Information
Park, & McMillan, S. J. (2017). Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs). Journal of Promotion Management, 23(5), 633–653. https://doi.org/10.1080/10496491.2017.1297981