5. Conclusion
The fact that of the 21 items only two of them showed some significance based on nationality is not surprising.
The believe that the internet and social media makes the world a more even playing ground for all participants,
without cultural, linguistic, or economic barriers is not new. These findings only prove one more time that this
believe is becoming more factual with the advancing of more sophisticated tools to partake in social media. It is
becoming more important for companies to have an online presence and to carefully observe what is going on in
social media, such as brand communities. Product or service flaws that happen in one part of the world may not be
hidden from the rest of the world since customers have more access, more power, and more ways to express their
satisfaction or dissatisfaction than ever before. Furthermore, marketing strategies are no longer limited to any
specific region; similar strategies may be duplicated across various cultures often only minor cultural adjustments
may be needed. More research will be suggested with other regions of the world including Latin America and South
Asia. Nevertheless, the fact that both respondent groups did show higher trust in Brand Communities is also not
surprising. The Internet and specifically social media have certainly continued to flatten the world and helped to
build bridges across cultures.