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