Asia pacific journal of information systems

  • 제34권1호
  • /
  • Pages.191-208
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  • 2024
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  • 2288-5404(pISSN)
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  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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Addressing User Engagement in Social Media Platforms with Cultural Differences Based on Hofstede's Dimensions

  • Yoon Han (Graduate School of Business IT, Kookmin University) ;
  • Hoang D. Nguyen (School of Computer Science and Information Technology, University College Cork) ;
  • Tae Hun Kim (Department of e-Business, Ajou School of Business, Ajou University)
  • 투고 : 2023.04.13
  • 심사 : 2023.10.26
  • 발행 : 2024.03.31
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초록

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.

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참고문헌

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