The Effects of Cultural Self

The purpose of the research was to determine the effects of cultural self-construal of users in social networking sites (SNS) on the way they perceive self-disclosing activities, attach to brand community, and satisfy with brand relationship. With the growth of social media, it has brought diverse users from different countries in a single platform enabling people from divergent cultures to communicate and be influenced by each other shaping unique self-construal. Hence, we used newly developed cultural self-construal as an antecedent of self-disclosure. Data were collected from 460 female adults. The results showed that the perceptions of self-disclosure are the key antecedents of relationship advancement, which are differently influenced by cultural self-construal. The way users perceive self-disclosing activities positively influenced brand community attachment, and subsequently brand relationship satisfaction. The results provided valuable insights for practitioners by presenting the importance of using brand community in SNS as a long-term branding channel