6533b838fe1ef96bd12a3a91

RESEARCH PRODUCT

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

Rotem ShneorKalanit Efrat

subject

MarketingUncertainty avoidanceeducation.field_of_studymedia_common.quotation_subjectPopulationNational cultureAdvertisingIndividualismMasculinityHofstede's cultural dimensions theoryeducationPsychologySocial psychologyEgalitarianismAutonomymedia_common

description

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.

yearjournalcountryeditionlanguage
2014-08-08Journal of Promotion Management
https://doi.org/10.1080/10496491.2014.930281