| # | Concept | Culture | Statement | Freq. |
|---|---|---|---|---|
| 1 | product endorsements | Norway | Norwegian culture values transparency and skepticism in product endorsements. | 2 |
| 2 | product endorsements | Ghana | In Ghana, consumers trust word-of-mouth recommendations over endorsements from public figures or influencers. | 1 |
| 3 | product endorsements | Social media influencers | Social media influencers use product endorsements as a main source of income and to remain influential in the digital age. | 1 |