Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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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
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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.

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