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Addressing user engagement in social media platforms with cultural differences based on Hofstede’s dimensions
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Published Version
Date
2024-03
Authors
Han, Yoon
Nguyen, Hoang D.
Kim, Tae Hun
Journal Title
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Volume Title
Publisher
Association for Information Systems
Published Version
Abstract
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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Keywords
Cultural differences , Hofstede’s dimensions , User engagement , Social media platform , Social networking
Citation
Han, Y., Nguyen, H. D. and Kim, T. H. (2024) 'Addressing user engagement in social media platforms with cultural differences based on Hofstede’s dimensions', Asia Pacific Journal of Information Systems, 34(1), pp. 191-208. https://doi.org/10.14329/apjis.2024.34.1.191
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© 2024, The Korean Society of Management Information Systems. All rights reserved.