Earticle

초록

영어

This paper proposes the presence and importance of cultural differences to address user engagement in worldwide social media platforms. Based on Hofstede’s cultural dimensions, this paper addresses their new meanings in the context of user engagement in social media. Our propositions address two research questions: (1) how do cultural dimensions, displayed on social media platforms, differ across national cultures?; (2) what different preferences the social media platforms have in terms of which cultural dimensions promote or suppress user engagement? User engagement in social media platforms is explained by the cultural differences in terms of the four cultural dimensions: individualism vs. collectivism, uncertainty avoidance, power distance, and masculinity vs. femininity. Implications are also discussed for research and practice.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1. National Culture with Cultural Dimensions
2.2. Social Media Platforms for Social Networking
2.3. Cross-Cultural Research on Social Networking Sites
Ⅲ. User Engagement in Social Media Platforms with Cultural Differences
3.1. Individualism vs. Collectivism
3.2. Uncertainty Avoidance
3.3. Power Distance
3.4. Masculinity vs. Femininity
Ⅳ. Implications

저자

• Yoon Han [ Assistant Professor, Graduate School of Business IT, Kookmin University, Korea ]
• Hoang D. Nguyen [ Assistant Professor/Lecturer, School of Computer Science and Information Technology, University College Cork, Ireland ]
• Tae Hun Kim [ Associate Professor, Department of e-Business, Ajou School of Business, Ajou University, Korea ] Corresponding Author

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