Peer-to-peer community on social media: An exploratory cross-cultural study

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-presentation, social interaction, relational connections (Belgium only), the importance of social verification, and communication. Results from partial least squares structural equation modeling explain the relationship between the emerging factors and consumers' need for P2P community. While individualized motivations were found to be significant in both samples, relational motivations were not, as Belgian consumers were less concerned about socially interacting with others. Additionally, consumers' curiosity was not found to be significantly related to the need for community in either sample. This study extends previous research using the UGT framework by generating knowledge on cross-cultural differences of P2P community on social media; theoretical and managerial implications are discussed.