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Social media has been used as an important tool by firms to influence consumers' attitude and behavior. Influence occurs in consumer communities in social media because community members have the control of discovering, producing, sharing, and distributing information and because the spread out of their experiences and opinions in the format of electronic word-of-mouth forms emerging conformance. Prior research has explored how the influence occurring in online social media communities impacts consumers' attitude and behavior (eg, product attitude and purchase decision, effectual thinking and behavior, brand trust and brand loyalty). But because social media has the ability of global reach, cross-border factors should not be neglected in studying the influence process. As such, this paper adopts national cultural dimensions identified by Hofstede (1984), individualism/collectivism and power distance …