Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites

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

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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
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 > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 06 May 2015 08:55
Last Modified: 19 May 2016 15:43
URI: http://eprints.glos.ac.uk/id/eprint/2183

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