Shneor, Rotem and Efrat, Kalanit (2014) Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites. Journal of Promotion Management, 20 (4). pp. 413-435. ISSN 1049-6491
Full text not available from this repository.Abstract
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.
Item Type: | Article |
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Article Type: | Article |
Uncontrolled Keywords: | virtual communities, social networking sites, culture, Facebook, Twitter, LinkedIn |
Subjects: | H Social Sciences > H Social Sciences (General) |
Divisions: | Schools and Research Institutes > School of Business and Technology > Business, Entrepreneurship and Financial Management |
Research Priority Areas: | Applied Business & Technology |
Depositing User: | Anne Pengelly |
Date Deposited: | 06 May 2015 08:55 |
Last Modified: | 21 Feb 2019 11:51 |
URI: | http://eprints.glos.ac.uk/id/eprint/2183 |
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