A Cross-Cultural Comparative Analysis of Brand Perception on Social Media: Investigating the Roles of Culture, Trust, Personality, and Consumer Attitude in China and Pakistan

Abstract

The marketing in today’s scenario is progressing at face pace due to changes in consumer attitude and preferences with the advent of extensive social media usage. This study investigates the factors influencing brand perception of consumers. The study focuses on two comparing the consumers brand perception based on cultural differences. Specific hypotheses were evaluated because of the mediated relations of brand personality, brand trust, and attitude/behavior and culture among social media and brand perception. Data from 389 young respondents were gathered and evaluated through Structural equation models. The findings were further analyzed through sixty-seven semi structured interviews to reach an in-depth analysis. The findings suggest that Culture plays a significant mediating role between social media and brand perception in both countries. However, trust, was only significant in Pakistan. Attitude and personality did not show a significant mediating role in both countries.