While our research addresses several critical gaps in the literature and establishes the importance of additional cultural dimensions, as well as analysing their joint impact when studying user responses to firm-generated content, we suggest promising future directions stemming from the limitations of this study. Although our findings establish the cross-cultural differences, the sampling frame impedes the generalization of the findings. Thus, we encourage future research
to test our propositions on more diverse and bigger populations, as well as on a greater number of countries. Moreover, more countries should be studied to further establish the influence of other combinations of cultural dimensions.
While several studies on web commercials compared a student sample with a nonstudent sample and received mostly consistent results (the differences they found were attributable to web experience, i.e., students were more used to the Internet) (Stevenson, Bruner, & Kumar 2000;
Bruner & Kumar 2000), and our interview findings were in line with the findings from diary research, we encourage future researchers to expand the sampling on older generations of social media users as they are becoming an important segment of social media users. Furthermore, as this study aimed at the exploration of the phenomena, future quantitative research is
recommended to compare the importance of cultural dimensions and personal traits, or other demographic characteristics, on user responses to firm-generated content.
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