Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites
Rotem Shneor & Kalanit Efrat (2014) Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites, Journal of Promotion Management, 20:4, 413-435, DOI: 10.1080/10496491.2014.930281
Posted: 22 Aug 2014
Date Written: August 8, 2014
The study examines the influence of national culture on national averages of time spent (ATS) visiting the largest social networking sites (SNSs): Facebook, Twitter, and LinkedIn. The analysis uses cultural dimensions adopted from both the works of Hofstede and Schwartz, while controlling for country e-readiness and median population age. The findings suggest that culture’s influence may be moderated by the media richness and type of network focus of each SNS. Overall, in rich-media SNSs, egalitarianism positively impacts ATS. Individualism and masculinity only impact ATS on friendship-oriented SNSs. Additionally, uncertainty avoidance and intellectual autonomy only impact ATS on professional-oriented SNSs.
Keywords: virtual communities, online communities, social networking sites, culture, Facebook, Twitter, LinkedIn
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