A second, and related, issue is the degree to which cultural factors affect consumer responsiveness to social media advertising and promotion. As mentioned above, cultural dimensions such as individualism vs collectivism, propensity for novelty seeking behavior, communal vs. agentic tendencies in friendships, and monochromic vs. polychromic time orientation, as well as others need to be explored to examine whether and how they affect consumer response to social media advertising in various cultures. Such research has implications for homing in on what needs to be adapted even if a standardized strategy is used.