Purpose – Social network sites (SNSs) have been recognized as an important marketing communication tool for marketers to connect with today's internet‐savvy consumers. At the same time, the popularity of SNSs has become a worldwide phenomenon with the rise of many local SNSs. The purpose of this paper is to examine cultural differences in the use of communication appeals on corporate pages of leading SNSs in two culturally distinct countries, China and the USA.Design/methodology/approach – The study employs a content analysis to identify cultural orientations observed in communication appeals of the corporate pages on leading SNSs in China (Renren) and the USA (Facebook).Findings – Appeals to interdependence, popularity, high social status, luxury, emotions, and symbolic association are more frequently used in societies with a more collectivistic, greater power distance, and high‐context culture such as in China, whereas appeals to individuality and hedonism are more frequently used in an individualistic ...