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

Shneor, R. and Efrat, K. (2014), “Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites”, Journal of Promotion Management, Vol. 20, Num. 4, pp. 413-435 (ISSN 1049-6491)

34 Pages Posted: 10 Mar 2018

See all articles by Rotem Shneor

Rotem Shneor

University of Agder

Kalanit Efrat

Ruppin Academic Center

Multiple version iconThere are 2 versions of this paper

Date Written: 2014

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.

Keywords: Culture, Hofstede, Social Networking Sites, Facebook, Twitter, LinkedIn, E-Readiness, Individualism, Masculinity, Intellectual Autonomy, Professional Orientation, Egalitarianism, Uncertainty Avoidance

Suggested Citation

Shneor, Rotem and Efrat, Kalanit, Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites (2014). Shneor, R. and Efrat, K. (2014), “Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites”, Journal of Promotion Management, Vol. 20, Num. 4, pp. 413-435 (ISSN 1049-6491), Available at SSRN: https://ssrn.com/abstract=3137065

Rotem Shneor (Contact Author)

University of Agder ( email )

Serviceboks 422
N-4604 Kristiansand, VEST AGDER 4604
Norway

Kalanit Efrat

Ruppin Academic Center ( email )

Emek Hefer 40250
Israel

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