Social Networking Sites: An Exploration of the Effect of National Cultural Dimensions on Country Adoption Rates

Rodney L. Stump, Wen Gong

2015

Abstract

This study investigates the impact of the several dimensions of Hofstede’s cultural framework on the adoption rates of social networking sites (SNS) across 30 countries, while controlling for a country’s median age, its urban population level and mobile internet penetration. Hierarchical regressions are conducted. Our findings reveal that three cultural dimensions, i.e., masculinity/femininity, uncertainty avoidance and long-term orientation, significantly impact nations’ adoption levels of SNS above and beyond the effects of median age and urban population level. While there is a growing body of literature that examines the influence of national culture on the adoption and use of a variety of high-tech innovations and services mediated by these technologies, our study is among the first to specifically relate cultural perspectives to country adoption levels of social networking sites using an array of cultural dimensions. We provide a theoretical framework and supporting empirical evidence to underscore the importance of understanding how culture impacts consumers’ SNS adoption behavior across countries. Implications from our findings, limitations and directions for future research are provided.

References

  1. Aaker, J. & Maheswaran, D. 1997, 'The effect of culture orientation on persuasion', Journal of Consumer Research, vol. 24, December, pp. 315-328.
  2. Averya, E., Lariscyb, R., Amadorc, E., Ickowitzc, T., Primmc, C. & Taylorc, A. 2010, 'Diffusion of social media among public relations practitioners in health departments across various community population sizes', Journal of Public Relations Research, vol. 22, no. 3, pp. 336-358.
  3. Baligh, H. 1994, 'Components of culture: nature, interconnections, and relevance to the decisions on the organization structure', Management Science, vol. 40, no. 1, pp. 14-27.
  4. Barron, A. & Schneckenberg, D. 2012, 'A theoretical framework for exploring the influence of national culture on Web 2.0 adoption in corporate contexts', Electronic Journal Information Systems Evaluation, vol. 5, no. 2, pp. 176-186.
  5. Billon, M., Rocio, M., & Lera-Lopez, F. 2009, 'Disparities in ICT adoption: A multidimensional approach to study the cross-country digital divide', Telecommunications Policy, vol. 33, pp. 596-610.
  6. Bold, W. & Davidson, W. 2012, 'Mobile broadband: Redefining Internet access and empowering individuals', in World Economic Forum The Global Information Technology Report 2012 - Living in a Hyperconnected World, pp. 67-77.
  7. Boyd, D. & Ellison, N. 2008, 'Social networking sites: definition, history, and scholarship', Journal of Computer-Mediated Communication, vol. 13, no. 1, pp. 210-230.
  8. Brenner, J. 2012, 'Pew Internet: Social networking', Available from: http://pewinternet.org/ Commentary/2012/March/Pew-Internet-SocialNetworking-full-detail.aspx, [25 January, 2015].
  9. Chanlat, A. & Bedard, R. 1991, 'Managing in the Quebec style: originality and vulnerability', International Studies of Management & Organization, vol. 21, no. 3, pp.10-37.
  10. Chen, G. & Zhang, K. 2010, 'New media and cultural identity in the global society', in Handbook of Research on Discourse Behavior and Digital Communication: Language Structures and Social Interaction, ed. R. Taiwo, Idea Group Inc., Hershey, PA, pp. 801-815.
  11. Cheng, K. & Wong, K. 1996, 'School effectiveness in East Asia: Concepts, origins and implications', Journal of Educational Administration, vol. 34, no. 5, pp. 32-49.
  12. Cheong, Y., Kim, K. & Zheng, L. (2010) 'Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the US', Asian Journal of Communication, vol. 20, no. 1, pp.1-16.
  13. Christodoulides, G., Jevons, C. and Bonhomme, J. (2012) 'Memo to marketers: Quantitative evidence for change - how user-generated content really affects brands', Journal of Advertising Research, 52, 1, 53-64.
  14. CIA 2014, The World Factbook - Median age, Available from: https://www.cia.gov/library/publications/theworld-factbook/fields/2177.html, [25 January, 2015].
  15. Clawson, J., & Vinson, D.E. (1978). 'Human values: A historical and interdisciplinary analysis' in Advances in Consumer Research, ed. K. Hunt (Ed.), Association for Consumer Research, Ann Arbor, MI, pp. 396-402.
  16. Constantinides. E. & Fountain, S. 2007, 'Web 2.0: Conceptual foundations and marketing issues', Data and Digital Marketing Practice, vol. 9, no. 3, pp. 231- 44.
  17. Culpan, R. 1991, 'Institutional model of comparative management', Advances in International Comparative Management, JAL Press Inc., Greenwich, CT, vol. 6. Pp. 127-142.
  18. De Mooij, M. 1998, Global Marketing and Advertising: Understanding Cultural Paradoxes. Sage Publications, Thousand Oaks, CA.
  19. Dearing, J. 2009, 'Applying diffusion of innovation theory to intervention development', Available from: http://www.ncbi.nlm.nih.gov/pmc/articles/ PMC2957672/, [25 January, 2015].
  20. Dix, S. 2012, 'Introduction to the special issue on social media and mobile marketing', Journal of Research in Interactive Marketing, Vol. 6, no. 3, p. 164.
  21. Doster, L. (2008) 'Millennial teens design their social identity via online networks', Academy of Marketing Conference Proceedings, Aberdeen, July.
  22. Dunne, Á., Lawlor, M-A & Rowley, J. 2010, 'Young people's use of online social networking sites - a uses and gratifications perspective', Journal of Research in Interactive Marketing, vol. 4, no. 1, pp. 46-58.
  23. Dutta, S. & Bilbao-Osorio, B. 2012, 'The global information technology report 2012 - Living in a hyperconnected world', INSEAD & World Economic Forum, Available from: http://www3.weforum.org/ docs/Global_IT_Report_2012.pdf, [25 January, 2015].
  24. Dwyer, S., Mesak, H. & Hsu M. 2005, 'An Exploratory Examination of the Influence of National Culture on Cross-National Product Diffusion', Journal of International Marketing, vol. 13, no. 2, pp. 1-27.
  25. Eastin, M. 2002, 'Diffusion of e-commerce: An analysis of the adoption of four e-commerce activities', Telematics and Informatics, vol. 19, no. 3, pp. 251- 267.
  26. eMarketer.com 2012, Social media penetration in AsiaPacific countries, Available from: http://trends.estrategyblog.com/2012/05/03/social-media-penetration -in-asia-pacific-countrieschart/356, [25 January, 2015].
  27. Engel, J., Blackwell, R. & Miniard, R. (1995), Consumer Behavior, 8th ed., The Dryden Press, Harcourt Brace College Publishers, Fort Worth, TX.
  28. European Commission's Joint Research Centre Institute for Prospective Technological Studies 2009, The impact of Social Computing on the European Union Information Society and Economy, eds. Punie, Y. et al., Available at: http://ftp.jrc.es/EURdoc/JRC54327. pdf, [26 May, 2015].
  29. Erumban, A & De Jong, S. 2006,78“Cross-country differences in ICT adoption - a consequence of culture?78 Journal of World Business, vol. 41, no. 4, pp. 302-314.
  30. Ferraro, G. 1990, The Cultural Dimension of International Business, Prentice Hall, Englewood Cliffs, NJ.
  31. Fields, G. 1983, From Bonsai to Levi's. Macmillan Publishing Company, New York.
  32. Forman, C. 2005, 'The corporate digital divide: Determinants of internet adoption. Management Science, vol. 51, pp. 641-654.
  33. Franke, R., Hofstede, G. & Bond, M. 1991, 'Cultural roots of economic performance: A research note, Strategic Management Journal, vol. 12, pp. 165-173.
  34. Fraser, M. & Dutta, S. 2008, Throwing sheep in the boardroom: How online social networking will transform your life, work and world, Wiley, Chichester.
  35. Gambetti, R. & Graffigna, G. 2010, 'The concept of engagement: A systematic analysis of the ongoing marketing debate', International Journal of Market Research, vol. 52, no. 6, pp. 801-826.
  36. Ganesh, J., Kumar, V., & Subramaniam, V. 1997, 'Learning effect in multinational diffusion of consumer durables: An exploratory investigation', Journal of the Academy of Marketing Science, vol. 25, no. 3, pp. 214-228.
  37. Gangadharbatla, H. 2008, 'Facebook me: Collective selfesteem, need to belong, and Internet self-efficacy as predictors of the iGeneration's attitudes toward social networking sites', Journal of Interactive Advertising, vol. 8, no. 2, pp. 5-15.
  38. Garfield, M. & Watson, R. 1998, “Differences in national information infrastructure: The reflection of national cultures” Journal of Strategic Information Systems, vol. 6, no. 4, pp. 313-337.
  39. Geertz, C. 1973, The Interpretation of Cultures. New York: Basic Books.
  40. Goodricha, K. & de Mooij, M. 2013, 'How 'social' are social media? A cross-cultural comparison of online and offline purchase decision influences', Journal of Marketing Communications, vol. 20, no. 1-2, pp. 1- 14.
  41. Gudykunst, W. 1998, Bridging differences: Effective intergroup communication, (3rd ed.), Sage Publications, Thousand Oaks, CA.
  42. Hall, E. 1976, Beyond culture. Anchor Books, New York.
  43. Hall, E. & Hall, M. 1987, Hidden differences: Doing business with the Japanese. Anchor Books/Doubleday, New York.
  44. Hall, E. & Hall, M. 1990, Understanding Cultural Differences, Intercultural Press, Yarmouth, ME.
  45. Hampton, K., Goulet, L.S., Rainie, L. & Purcell, K. 2011, 'Social networking sites and our lives', Available from: http://www.pewinternet.org// media//Files/Reports/2011/PIP%20-%20 Social%20networking%20sites%20 and %20 our%20lives.pdf, [10 July, 2014].
  46. Hargittai, E. 2007, 'Whose space? Differences among users and non-users of social network sites', Journal of Computer-Mediated Communication, vol. 13, no. 1, pp. 276-297.
  47. Harris, J., Snider, D. & Mueller, N. 2013, 'Social media adoption in health departments nationwide: The state of the States', Frontiers in Public Health Services & Systems Research, vol. 2, no. 1, article 5.
  48. Hasan, H. & Ditsa, G. 1999, 'The impact of culture on the adoption of IT: An interpretive study', Journal of Global Information Management, vol. 7, no. 1, pp. 5- 15.
  49. Hill, R. & Dhanda, K. 2004, 'Globalization and technological achievements: Implications for macromarketing and the digital divide', Journal of Macromarketing, vol. 24, pp. 147-155.
  50. Hofstede, G. 1991, Cultures and organizations: Software of the Mind. McGraw-Hill, New York.
  51. Hofstede, G. 2001, Culture's consequences (2nd ed.), Sage Publications, Thousand Oaks, CA.
  52. Hofstede, G. 2015-a&b, 'Dimensions of National Cultures & Research and VSM,78 Available from: http://www.geerthofstede.com/ dimensions-ofnational-cultures , [27 January, 2015].
  53. Hofstede, G. & Bond, M. 1988, 'The Confucian connection: from cultural roots to economic growth', Organizational Dynamics, vol. 16, no. 4, pp. 5-21.
  54. Hofstede, G. & Minkov, M. 2010, 'Long- versus shortterm orientation: new perspectives, Asia Pacific Business Review, vol. 16, no. 4, pp. 493-504.
  55. House, R., Hanges, P., Javidan, M, Dorfman, P. & Gupta, V. 2004. Culture, leadership and organisations - the GLOBE study of 62 societies, Sage Publications, Thousand Oaks, CA.
  56. Informationisbeautiful.net 2012, 'Chicks rule? Gender balance on social networking sites', Available from: http://www.informationisbeautiful.net/ visualizations/chicks-rule/, [25 January, 2015].
  57. Jansen, B., Sobel, K., Cook, G. 2009, 'Classifying ecommerce information sharing behavior by youths on social networking sites', Journal of Information Science, vol. 37, no. 2, pp. 120-126.
  58. Janssen, F. 2011, 'How social media confirms what we know about cultures', Available from: http://blog.lewispr.com/2011/09/how-social-mediaconfirms-what-we-know-about-cultures.html, [2 January, 2015].
  59. Johansson, J., 1997, Global Marketing, Irwin Book Team, McGraw-Hill Companies, Inc., New York.
  60. Johansson, J. 2003, Global marketing: Foreign entry, local marketing & global management (3rd ed.), McGraw-Hill Irwin, New York.
  61. Joinson, A. 2008, 'Looking at, looking up or keeping up with people?: motives and use of Facebook', CHI 2008 Proceedings of the twenty-sixth annual SIGCHI conference on Human factors in computing systems, pp. 1027-1036.
  62. Jones, S., Millermaier, S., Goya-Martinez, M., & Schuler, J. 2008, 'Whose space is MySpace? A content analysis of MySpace profiles', First Monday, vol. 13, no. 9, Available from: http://www.uic.edu/ htbin/cgiwrap/ bin/ojs/index.php/fm/article/view/2202/2024, [25 January, 2015].
  63. Kaplan, A. & Haenlein, M. 2010, 'Users of the world unite! The challenges and opportunities of social media', Business Horizons, vol. 53, no. 1, pp. 59-68.
  64. Keller, K. 2010, 'Brand equity management in a multichannel, multimedia retail environment', Journal of Interactive Marketing, vol. 24, no. 2, pp. 58-70.
  65. Kemp, S. 2014, 'Global social media users pass 2 billion', Available from: http://wearesocial.net/ blog/2014/08/global-social-media-users-pass-2- billion/, [02 January, 2015].
  66. Kemp, S. 2015, 'Digital, Social and Mobile in 2015,78 Available from: http://wearesocial.net/tag/sdmw/, [27 January, 2015].
  67. Kim, K. & Yun, H. 2007, 'Crying for me, crying for us: Relational dialectics in a Korean social network site', Journal of Computer-Mediated Communication, vol. 13, no. 1, pp. 298-318.
  68. Kim, U., Triandis, H.C., Kagitcibasi, C., Choi, S. & Yoon, G. 1994, Individualism and Collectivism: Theory, Method and Applications, Sage Publications, Thousand Oaks, CA.
  69. Koetsier, J. 2012, 'Social media demographics 2012: 24 sites including Twitter, Facebook, and LinkedIn', Available from: http://venturebeat.com/2012/08/22/ social-media-demographics-stats-2012/, [25 January, 2015].
  70. Kumar, V., Ganesh, J., & Echambadi, R. 1998, 'CrossNational diffusion research: What do we know and how certain are we?78 Journal of Product Innovation Management, vol. 15, no. 3, pp. 255-268.
  71. Kumar, V., & Krishnan, T. 2002, 'Multinational diffusion models: An alternative framework', Marketing Science, vol. 21, no. 3, pp. 318-330.
  72. La Ferle, C., Edwards, S.M. & Mizuno, Y. 2002, 'Internet diffusion in Japan: Cultural considerations', Journal of Advertising Research, Vol. March/April, pp. 65-79.
  73. LaPointe, P. 2012, 'Measuring Facebook's impact on marketing - The proverbial hits the fan', Journal of Advertising Research, vol. 52, no. 3, pp. 286-287.
  74. Sang-Gun Lee, S.-G., Trimi, S. & Kim, C. 2013, 'The impact of cultural differences on technology adoption.78 Journal of World Business, vol. 48, pp. 20-29.
  75. Lin, T., Lu, K-Y, Wu, J-J. 2012, 'The effects of visual information in eWOM communication', Journal of Research in Interactive Marketing, vol. 6, no. 1, pp. 7- 26.
  76. Liu, H. 2008, 'Social network profiles as taste performances', Journal of Computer Mediated Communication, vol. 13, no. 1, pp. 252-275.
  77. Maitland, C. & Bauer, J. 2001, 'National level culture and global diffusion: The case of the Internet,” in Culture, technology, communication: Towards an Intercultural Global Village, ed. Ess, SUNY Press, New York, pp. 87-128.
  78. MacClachlan, M. 2013, 'Indulgence vs. restraint - the 6th dimension,78 Blog posting 11 January, 2013 Available from: http://www.communicaid.com/ cross-culturaltraining/blog/indulgence-vs-restraint-6thdimension/#.VNgMHPnF-So, [8 February, 2015].
  79. McCort, D. & Malhotra, N. 1993, 'Culture and consumer behavior: toward an understanding of cross-cultural consumer behavior in international marketing', Journal of International Consumer Marketing, vol. 6, no. 2, pp. 91-127.
  80. Minkov, M. 2011, Cultural Differences in a Globalizing World, Emerald Group Publishing Limited, London.
  81. Minkov, M. & Hofstede, G. 2012, 'Hofstede's fifth dimension: New evidence from the world values survey,78 Journal of Cross-Cultural Psychology, vol. 43, no. 1, pp. 3-14.
  82. Nielsen 2012, 'The Asian media landscape is turning digital. How can marketers maximise their opportunities?78 Nielsen, New York, NY.
  83. Palmer, A. & Koenig-Lewis, N. 2009, 'An experiential, social network-based approach to direct marketing', Direct Marketing: An International Journal, vol. 3, no. 3, pp. 162-176.
  84. Pan, Y., Zinkhan, G., and Sheng, S. 2007, 'The subjective well-being of nations: A role for marketing?78 Journal of Macromarketing, vol. 27, pp. 360-369.
  85. Patwardhan, A. 2013, 'Consumers' intention to adopt radically new products: A conceptual model of causal cultural explanation,78 Journal of Customer Behaviour, vol. 12, no. 2-3, pp. 247-259.
  86. Peng, G. & Mu, J. 2011, 'Technology adoption in online social networks,78 Journal of Product Innovation Management, vol. 28, no. S1, pp. 133-145.
  87. Pewinternet.org 2012, Pew Internet: Mobile, Available from: http://pewinternet.org/Commentary/2012/ February/Pew-Internet-Mobile.aspx, [25 January, 2015].
  88. Pewinternet.org (2013), Social Media Update 2013, http://www.pewinternet.org/2013/12/30/social-mediaupdate-2013/, [25 January, 2015].
  89. Pinho, J. & Soares, A. 2011, 'Examining the technology acceptance model in the adoption of social networks', Journal of Research in Interactive Marketing, vol. 5, no. 2/3, pp. 116-129.
  90. Quinton, S. and Harridge-March, S. 2010, 'Relationships in online communities: the potential for marketers', Journal of Research in Interactive Marketing, vol. 4, no. 1, pp. 59-73.
  91. Raacke J and Bonds-Raacke J. 2008, 'MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites', Cyberpsychology & Behavior [serial online], vol. 11, no. 2, pp. 169-174.
  92. Reino, S., Frew, A. & Albacete-Saez, C. 2010, 'ICT adoption and development: issues in rural accommodation', Journal of Hospitality and Tourism Technology Information, vol. 2, no. 1, pp. 66-80.
  93. Ribiere, V., Haddad, M. & Wiele, P. 2010, 'The impact of national culture traits on the usage of web 2.0 technologies', The Journal of Information and Knowledge Management Systems, vol. 40, no. 3/4, pp. 334-361.
  94. Rogers, E. 1983, Diffusion of innovations, The Free Press, New York.
  95. Rohner, R. 1984, 'Toward a conception of culture for cross-cultural psychology', Journal of Cross-Cultural Psychology, vol. 15, pp. 111-138.
  96. Rosen, D., Stefanone, M. & Lackaff, D. 2010, 'Online and offline social networks: Investigating culturallyspecific behavior and satisfaction', IEEE, Proceedings of the 43rd Hawaii International Conference on System Sciences, pp. 1-10.
  97. Sawyer, R. 2011, 'The impact of new social media on intercultural adaptation', Available from: http://digitalcommons.uri.edu/cgi/viewcontent.cgi?arti cle=1230&context=srhonorsprog, [02 January, 2015].
  98. Schiffman, L. & Kanuk, L. 2010, Consumer Behaviour, 10th edition, Pearson, New York.
  99. Schultz, D. & Block, M. 2012, 'Rethinking brand loyalty in an age of interactivity', Journal of Brand Management, vol. 1, no. 3, pp. 21-39.
  100. Schultz, D. & Block, M. 2012, 'Rethinking brand loyalty in an age of interactivity', Journal of Brand Management, vol. 1, no. 3, pp. 21-39.
  101. Schultz, D. & Peltier, J. 2013, 'Social media's slippery slope: Challenges, opportunities and future research directions', Journal of Research in Interactive Marketing, vol. 7, no. 2, pp. 86-99.
  102. Singh, S. 2006, 'Cultural differences in, and influences on, consumers' propensity to adopt innovations', International Marketing Review, vol. 23, no. 2, pp. 173-191.
  103. Singh, S. & Sonnenburg, S. 2012, 'Brand performances in social media', Journal of Interactive Marketing, vol. 26, no. 4, pp. 189-197.
  104. Singh, N., Zhao, H. & Hu, X. 2003, 'Cultural adaptation on the Web: A study of American companies' domestic and Chinese Websites', Journal of Global Information Management, vol. 11, no. 3, pp. 63-80.
  105. Statista.com 2015, 'Number of social network users worldwide from 2010 to 2018 (in billions)78, Available from: http://www.statista.com/statistics/ 278414/number-of-worldwide-social-network-users/, [5 January, 2015].
  106. Steers, R., Meyer, A. & Sanchez-Runde, C. 2008, 'National culture and the adoption of new technologies,78 Journal of World Business, vol. 43, pp. 255-260.
  107. Stewart, C., Shields, S. & Sen, N. 2001, 'Diversity in online discussion: A study of cultural and gender differences in listserves', in Culture, Technology, Communication: Towards an Intercultural Global Village, ed. Ess, SUNY Press, New York, pp. 161-186.
  108. Strauss C. & Quinn, N. 1992, 'Preliminaries to a theory of culture acquisition', in Cognition: Conceptual and Methodological Issues, eds. Pick H., Van Den Broke, P. and Knell, D., American Psychological Association, Washington, D.C., pp. 267-294.
  109. Sundqvist, S., Frank, L., & Puumaliainen, K. 2005, “The effects of country characteristics, cultural similarity and adoption timing on the diffusion of wireless communications”, Journal of Business Research, vol. 58, no. 1, pp.107-110.
  110. Sveningsson Elm, M. 2007, 'Gender stereotypes and young people's presentations of relationships in a Swedish Internet community', YOUNG, vol. 15, no. 2, pp. 145-167.
  111. Takada, H. & Jain, D. 1991, 'Cross-national analysis of diffusion of consumer durable goods in Pacific Rim countries', Journal of Marketing, vol. 55, April, pp. 48-54.
  112. Tellis, G. J., Stremersch, S., & Yin E. 2003, 'The international takeoff of new products: The role of economics, culture, and country innovativeness', Marketing Science, vol. 22, no. 2, pp. 188-208.
  113. Thelwall, M. 2008, 'Social networks, gender and friending: An analysis of MySpace member profiles', Journal of the American Society for Information Science and Technology, vol. 59, no. 8, pp. 1321-1330.
  114. Thelwall, M. 2009, 'Homophily in MySpace', Journal of the American Society for Information Science and Technology, vol. 60, no. 2, pp. 219-231.
  115. Thelwall, M., Wilkinson, D. & Uppal, S. 2010, 'Data mining emotion in social network communication: Gender differences in MySpace', Journal of the American Society for Information Science and Technology, vol. 61, no. 1, pp. 190-199.
  116. Tong, S.T., van Der Heide, B., Langwell, L. & Walther, J. 2008, 'Too much of a good thing? The relationship between number of friends and interpersonal impressions on Facebook', Journal of ComputerMediated Communication, vol. 13, no. 3, pp. 531-549.
  117. Triandis, H. 1989, 'The self and social behavior in differing cultural contexts', Psychological Review, vol. 96, no. 3, pp. 506-520.
  118. Triandis, H.C., Bontempo, R., Villareal, M., Asai M. & Lucca, N. 1988, 'Individualism and collectivism: Cross-cultural perspective on self-ingroup relationships', Journal of Personality and Social Psychology, vol. 54, no. 2, pp. 323-338.
  119. Trompenaars, F. & Hampden-Turner, C. 1998, Riding the waves of culture: Understanding diversity in global business. McGraw-Hill, New York.
  120. Trueman, M., Cornelius, N. & Wallace, J. 2012, 'Building brand value online: Exploring relationships between company and city brands', European Journal of Marketing, vol. 46, no. 7/8, pp. 1013-1031.
  121. Tsai, W-H. & Men L. 2012, 'Cultural values reflected in corporate pages on popular social network sites in China and the United States', Journal of Research in Interactive Marketing, vol. 6, no. 1, pp. 42-58.
  122. United Nations Development Programme 2008, Human Development Report 2007/08, Table 1, pp. 229-232.
  123. Valette-Florence, P., Guizani, H. & Merunka, D. 2011, 'The impact of brand personality and sales promotions on brand equity', Journal of Business Research, vol. 64, no. 1, pp. 24-28.
  124. Van Belleghem, S. 2011, 'Social media around the world 201178, Available from: http://www.slideshare.net/ stevenvanbelleghem/ social-media-around-the-world2011, in Sites Consulting, [25 January, 2015].
  125. Van Everdingen, Y.M. & Waarts, E. 2003, 'The effect of national culture on the adoption of innovations', Marketing Letters, vol. 14, no. 3, pp. 2-30.
  126. Veiga, J. F., Floyd, S., & Dechant, K. 2001, 'Towards modelling the effects of national culture on IT implementation and acceptance', Journal of Information Technology, vol. 16, no. 3, pp. 145-158.
  127. Walther, J., van Der Heide, B., Kim, S-Y, Westerman, D. & Tong, S. 2008, 'The role of friends' appearance and behavior on evaluations of individuals on Facebook: Are we known by the company we keep?78 Human Communication Research, vol. 34, no. 1, pp. 28-49.
  128. Ward, S., Klees, D. & Robertson, T. 1987, 'Consumer socialization in different settings: an international perspective', Advances in Consumer Research, vol. 14, pp. 468-472.
  129. Wearesocial.sg 2014, Global Digital Statistics 2014, Available from: http://wearesocial.net/blog/2014/ 01/ social-digital-mobile-worldwide-2014/, [25 January, 2015].
  130. Xu, F., Michael, K. & Chen, X. 2013, 'Factors affecting disclosure on social network sites: an integrated model', Electronic Commerce Research, vol. 13, pp. 131-168.
  131. Yeniyurt, S. & Townsend, J. 2003, 'Does culture explain acceptance of new products in a country? An empirical investigation', International Marketing Review, vol. 20, no. 4, pp. 377-396.
  132. Zhang, Y. & Gelb, B. 1996, 'Matching advertising appeals to culture: The influence of products' use conditions', Journal of Advertising Research, vol. 25, p. 3, pp. 29-46.
Download


Paper Citation


in Harvard Style

L. Stump R. and Gong W. (2015). Social Networking Sites: An Exploration of the Effect of National Cultural Dimensions on Country Adoption Rates . In Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015) ISBN 978-989-758-113-7, pages 233-245. DOI: 10.5220/0005509002330245


in Bibtex Style

@conference{ice-b15,
author={Rodney L. Stump and Wen Gong},
title={Social Networking Sites: An Exploration of the Effect of National Cultural Dimensions on Country Adoption Rates},
booktitle={Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015)},
year={2015},
pages={233-245},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005509002330245},
isbn={978-989-758-113-7},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 12th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2015)
TI - Social Networking Sites: An Exploration of the Effect of National Cultural Dimensions on Country Adoption Rates
SN - 978-989-758-113-7
AU - L. Stump R.
AU - Gong W.
PY - 2015
SP - 233
EP - 245
DO - 10.5220/0005509002330245