Analyzing the Impact of Culture on Average Time Spent on Social Networking Sites |
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Authors: | Rotem Shneor Kalanit Efrat |
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Affiliation: | 1. University of Agder, Kristiansand, Norwayrotem.shneor@uia.no;3. Ruppin Academic Center, Hefer Valley, Israel |
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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. |
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Keywords: | virtual communities social networking sites culture Facebook Twitter LinkedIn |
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