This paper develops a conceptual model of international social media marketing strategy that describes how culture shapes consumers’ use of social media around the world. Drawing from cultural psychology, marketing, and computer information systems, we use Kietzmann et al.’s (2011) functional building blocks of social media to organize social media functions, then explicate how various dimensions of culture affect the way such social media functions are used across cultures. By delineating these complex relationships, our model and the propositions that stem from it offer directions for future research and advance understanding of cross-cultural differences with implications for businesses that provide social media or capitalize on social media for global reach in the international marketplace.

• Jae Min Jung(California State Polytechnic University-Pomona, U.S.A.)
• Kyeong Sam Min(University of New Orleans, U.S.A.)
• Kristen R. Schiele(California State Polytechnic University-Pomona, U.S.A.)
• Anthony H. Kim(California State Polytechnic University-Pomona, U.S.A.)
• Jing Hu(California State Polytechnic University-Pomona, U.S.A.)
• Xin Liu(California State Polytechnic University-Pomona, U.S.A.)
• Curtis P. Haugtvedt(The Ohio State University, U.S.A.)
• James J. Kellaris(University of Cincinnati, U.S.A.)