Expressing stance in brand posts on Facebook: a cross-cultural investigation

The research cross-culturally investigates the expression of stance in Facebook posts large multinational automobile corporations two countries, namely Egypt and United Kingdom. It seeks to identify ways markers differ from one culture language another interpret possible influence on these metadiscoursal choices. Accordingly, a contrastive analysis is performed which Arabic English pages are compared. Data collected over period 5.5 months yielding corpus 214 posts. In order analyse data, study adopts Hyland’s (2005) interpersonal model metadiscourse with particular focus category explores each employed using cultural dimensions proposed by Hofstede, Minkov (2010). results show that significantly more common Egyptian pages. However, no striking variations found general distribution across various categories. While some similarities choice can be associated promotional genre, also reveal differences dictated context core values cultures under investigation. Hence, findings demonstrate both genre essential aspects cannot ignored when studying interactional discourse. has profound implications for nationally internationally regard building solidarity potential consumers managing their corporate image computer-mediated communications since country-specific content enhances usability, accessibility, interactivity. Received: 03 April 2023 Accepted: 14 Published: 20