Facebook ads not working in the same way: The effect of cultural orientation and message construals on consumer response to social media ads

The research examined the impacts of psychological distance and message type on social media by cultural orientation. This research assessed social media usage and construal levels on Facebook pages in two cultures (Individualism – the U.S. vs. Collectivism – South Korea). While the U.S. participants had different levels of construals in two Facebook pages (News Feed vs. Timeline), the Korean participants did not. Further, the results...