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How culture shapes user responses to firm-generated content on social media : the role of cultural dimensions of in-group collectivism, indulgence, and masculinity

Chwialkowska, Agnieszka; Kontkanen, Minnie (Inderscience Publishers, 02.03.2018)
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As users across the globe interact with firms on social media, firms operating in international markets are striving to generate desired responses to their social media content in culturally diverse markets. The objective ...