DOI QR코드

DOI QR Code

Global Diffusion of Online Social Network Services : A Cross-Country Study

온라인 소셜 네트워크 서비스의 글로벌 확산에 관한 연구

  • 손인수 (고려대학교 경영학과) ;
  • 오진희 (삼일 회계법인 삼일 경영연구원) ;
  • 이동원 (고려대학교 경영학과)
  • Received : 2011.09.20
  • Accepted : 2011.12.09
  • Published : 2012.03.31

Abstract

This study examines online social media diffusion across different countries that will help to provide a picture of current global online social network services (SNSs). Analyzing country-level data drawn from 78 nations, we find that non-technological factors such as culture and language as well as technological factors including Internet penetration rate and smartphone adoption rate have significant effects on online social media diffusion. These findings, derived from a broad range of different countries, not only provide theoretical insights into understanding critical factors that enable successful global expansion of online social media services but also help practitioners plan their marketing strategies more effectively in a global context.

Keywords

References

  1. Chinn, M. D. and R. W. Fairlie, "The determinants of the global digital divide : A crosscountry analysis of computer and internet penetration", Oxford Economic Papers, Vol. 59, No.1(2007), pp.16-44.
  2. Chrystal, D., English as a Global Language (2nd ed.), Cambridge University Press, Cambridge, 2003.
  3. Delener, N. and J. P. Neelankavil, "Informational sources and media usage : A comparison between Asian and Hispanic subcultures", Journal of Advertising Research, Vol.30, No.3(1990), pp.45-52.
  4. Dewan, S., D. Ganley, and K. L. Kraemer, "Across the digital divide : A cross-country multi-technology analysis of the determinants of IT penetration", Journal of the Association for Information Systems, Vol.6, No.12(2005), pp.409-432.
  5. Dewan, S. and K. L. Kraemer, "Information technology and productivity : Evidence from country-level data", Management Science, Vol.46, No.4(2000), pp.548-562. https://doi.org/10.1287/mnsc.46.4.548.12057
  6. Dewan, S. and F. J. Riggins, "The digital divide : Current and future research directions", Journal of the Association for Information Systems, Vol.6, No.12(2005), pp.298- 337.
  7. Dwyer, S., H. Mesak, and M. Hsu, "An exploratory examination of the influence of national culture on cross-national product diffusion", Journal of International Marketing, Vol.13, No.2(2005), pp.1-27.
  8. Ellison, N. B., C. Steinfield, and C. Lampe, "The benefits of Facebook 'friends' Social capital and college students' use of online social network sites", Journal of Computer Mediated Communication, Vol.12, No.4(2007), pp.1143-1168. https://doi.org/10.1111/j.1083-6101.2007.00367.x
  9. Engel, J. F., R. D. Blackwell, and P. W. Miniard, Consumer Behaviour, The Dryden Press, Fort Worth, TX, 1993.
  10. Ganesh, J., "Converging trends within the European Union : Insights from an analysis of diffusion patterns", Journal of International Marketing, Vol.6, No.4(1998), pp.32- 48.
  11. Ganley, D., S. Dewan, and K. Kraemer, "The co-diffusion of successive information technologies : Implications for the global digital divide", Center for Research on Information Technology and Organizations and the Paul Merage School of Business, University of California, Working Paper, 2005.
  12. Golder, S. A., D. M. Wilkinson, and B. A. Huberman, Rhythms of Social Interaction : Messaging Within a Massive Online Network Communities and Technologies, in Steinfield, C., B. T. Pentland, M. Ackerman and N. Contractor (Eds.), Springer, London, (2007), pp.41-66.
  13. Gross, P. and A. Acquisti, "Information revelation and privacy in online social networks", in Proceedings of the 2005 ACM Workshop on Privacy in the Electronic Society, ACM, Alexandria, VA, (2005), pp.71-80.
  14. Hall, E. T., Beyond Culture, Anchor books, New York, NY, 1976.
  15. Hofstede, G., Culture's Consequences : International Differences in Work Related Values, Sage Publications, Beverly Hills, CA, 1980.
  16. Hofstede, G., Cultures and Organizations : Software of the Mind, McGraw-Hill, London, 1991.
  17. Hofstede, G., Culture's Consequences : Comparing Values, Behaviors, Institutions, and Organizations across Cultures (2nd ed.), Sage, Thousand Oaks, CA, 2001.
  18. Kachru, B. B., Standards, Codification, and Sociolinguistic Realm : The English Language in the Outer Circle, Cambridge University Press, Cambridge, 1985.
  19. Kachru, B. B., The Alchemy of English, Pergamon Press, Oxford, 1986.
  20. Kale, S. H., "Grouping euroconsumers : A culture-based clustering approach", Journal of International Marketing, Vol.3, No.3(1995), pp.35-48.
  21. Kauffman, R. J. and A. A. Techatassanasoontorn, "International diffusion of digital mobile technology : A coupled-hazard statebased approach", Information Technology and Management, Vol.6, No.2(2005), pp.253- 292. https://doi.org/10.1007/s10799-005-5882-3
  22. Kauffman, R. J. and A. A. Techatassanasoontorn, "Is there a global digital divide for digital wireless phone technologies?" Journal of the Association for Information Systems, Vol.6, No.12(2005), pp.338-380.
  23. Kiiski, S. and M. Pohjola, "Cross-country diffusion of the Internet", Information Economics and Policy, Vol.14, No.2(2002), pp. 297-310. https://doi.org/10.1016/S0167-6245(01)00071-3
  24. Kumar, V., J. Ganesh, and R. Echambadi, "Cross national diffusion research : What do we know and how certain are we?", Journal of Product Innovation Management, Vol.15, No.3(1998), pp.255-268. https://doi.org/10.1016/S0737-6782(97)00082-9
  25. Lampe, C. A. C., N. Ellison, and C. Steinfield, "A familiar face(book) : Profile elements as signals in an online social network", in Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, ACM, San Jose, CA, (2007), pp.435-444.
  26. Nakata, C. and K. Sivakumar, "Instituting the marketing concept in a multinational setting : The role of national culture", Journal of the Academy of Marketing Science, Vol. 29, No.3(2001), pp.255-275. https://doi.org/10.1177/03079459994623
  27. Nelson, R. R. and S. Winter, "In search of a useful theory of innovation", Research Policy, Vol.6, No.1(1977), pp.36-76. https://doi.org/10.1016/0048-7333(77)90029-4
  28. O'Guinn, T. C. and T. P. Meyer, "Segmenting the Hispanic market : The use of Spanish-language radio", Journal of Advertising Research, Vol.23, No.6(1983), pp.9-16.
  29. Quibria, M. G., S. N. Ahmed, T. Tschang, and M. L. Reyes-Macasaquit, "Digital divide : Determinants and policies with special reference to Asia", Journal of Asian Economics, Vol.13, No.6(2003), pp.811-825. https://doi.org/10.1016/S1049-0078(02)00186-0
  30. Riggins, F. J., "A multichannel model of separating equilibrium in the face of the digital divide", Journal of Management Information Systems, Vol.21, No.2(2004), pp.161- 179. https://doi.org/10.1080/07421222.2004.11045807
  31. Rogers, E. M., Diffusion of Innovation (4th ed.), Free Press, New York, NY, 1995.
  32. Scott, H., Report : facebook hits 750 million users, 2011, Retrieved from http://www.pcmag.com/article2/0,2817,2387680,00.asp, on Aug 23, 2011.
  33. Shane, S., "Cultural influences on national rates of innovation", Journal of Business Venturing, Vol.8, No.1(1993), pp.59-73. https://doi.org/10.1016/0883-9026(93)90011-S
  34. Shapero, A. and L. Sokol, The Social Dimensions of Entrepreneurship, in Kent C., D. Sexton and K. Vesper Eds., Encyclopedia of Entrepreneurship, Prentice Hall, Englewood Cliffs, NJ, 1982.
  35. Stutzman, F., "An evaluation of identitysharing behavior in social network communities", International Digital and Media Arts Journal, Vol.3, No.1(2006), pp.10-18.
  36. Takada, H. and D. Jain, "Cross-national analysis of diffusion of consumer durable goods in pacific rim countries", Journal of Marketing, Vol.55, No.2(1991), pp.48-54. https://doi.org/10.2307/1252237
  37. Tellefsen, T. and H. Takada, "The relationship between mass media availability and the multi-country diffusion of consumer products", Journal of International Marketing, Vol.7, No.1(1999), pp.77-96.
  38. Tellis, G. J., S. Stremersch, and E. Yin, "The international takeoff of new products : The role of economics, culture, and country innovativeness", Marketing Science, Vol. 22, No.2(2003), pp.188-208. https://doi.org/10.1287/mksc.22.2.188.16041
  39. Triandis, H. C., R. Bontempo, M. J. Villareal, M. Asai, and N. Lucca, "Individualism and collectivism : Cross-cultural perspectives on self-ingroup relationships", Journal of Personality and Social Psychology, Vol.54, No.2 (1988), p.323. https://doi.org/10.1037/0022-3514.54.2.323
  40. Van den Bulte, C. and S. Stremersch, "Social contagion and income heterogeneity in new product diffusion : A meta-analytic test", Marketing Science, Vol.23, No.4(2004), pp. 530-544. https://doi.org/10.1287/mksc.1040.0054
  41. Van Everdingen, Y. M. and E. Waarts, "The effect of national culture on the adoption of innovations", Marketing Letters, Vol.14, No.3 (2003), pp.217-232. https://doi.org/10.1023/A:1027452919403
  42. Vernon, R., "International investment and international trade in the product cycle", Quarterly Journal of Economics, Vol.80, No.2 (1966), pp.190-207. https://doi.org/10.2307/1880689
  43. Wallace, A. F. C., Culture and Personality, Random House Trade, New York, NY, 1970.
  44. Womack, B., Facebook 2010 sales said likely to reach $2 billion, more than estimated, 2010, Retrieved from http://www.bloomberg.com/news/2010-12-16/facebook-sales-saidlikely-to-reach-2-billion-this-year-beating-target.html on Aug 23, 2011.
  45. Yalcinkaya, G., "A culture-based approach to understanding the adoption and diffusion of new products across countries", International Marketing Review, Vol.25, No.2(2008), pp.202-214. https://doi.org/10.1108/02651330810866281