Cross-cultural differences in the adoption of social media

Published on Jan 21, 2019in Journal of Research in Interactive Marketing
· DOI :10.1108/JRIM-10-2017-0092
Dhoha AlSaleh3
Estimated H-index: 3
(Gulf University for Science and Technology),
Michael T. Elliott12
Estimated H-index: 12
+ 1 AuthorsRamendra Thakur9
Estimated H-index: 9
(University of Louisiana at Lafayette)
As social media have become very popular and an integral part of the world economy in recent years, identifying factors that influence consumers’ attitudes toward social media sites has become a major goal of many researchers in academia and industry. This paper aims to identify factors that predict consumers’ attitudes and intentions toward usage of Instagram, a relatively new social media tool. In addition, it examines the role of an important dimension of culture – individualism vs collectivism –to determine cultural influences on the adoption of social media in the USA (i.e. an individualistic culture) and Kuwait (i.e. a collectivist culture).,Data were collected from a convenience sample of undergraduate business and MBA students from Kuwait and the USA. To validate the measures for the constructs depicted in the conceptual model, the authors conducted an exploratory factor analysis using all items. They then conducted a confirmatory factor analysis to further evaluate the adequacy and validity of the measurement model. They also tested the hypotheses using structural equation modeling (SEM).,Out of the nine hypotheses that were tested for significance, the SEM results indicated that seven hypotheses were significant. The results indicated a non-significant result between perceived critical mass is not a predictor of perceived usefulness and social influence to attitude.,The current study has some limitations that need to be recognized and can be used as guidelines for future research. First, college students represent only a portion of online users and may impact the external validity of our study. Hence, a more diverse sample with a broader range of ages, incomes, education levels, cultures and national origins would be advisable. Second, this study featured a dynamically continuous innovation (Instagram) rather than a discontinuous innovation. Third, other factors can be carried out to see other variables other than those described in this study to predict consumer’s attitude and intention to use the social media.,Cultural characteristics such as individualism/collectivism would seem to be potentially useful when segmenting countries. The results of the current study indicate that the modified model is applicable to a cross-national group of social media users. This study demonstrates the impact of cultural characteristics on various technology adoption. Hence, managers must be aware that countries can be grouped according to the type of cultural effect within each. Each social media category, clusters can be formed consisting of countries that are expected to have similar usage patterns based on technological capability and social norms. By understanding the factors that influence each cluster of countries, firms can design customized social media programs.,This research provides valuable information to better understand the consumers’ attitudes and intentions toward the emerging social media landscape. Indeed, the popularity of social media has greatly changed the way in which people communicate in today’s world. In particular, Instagram has gradually become a major communication media for both social and business purposes. This research shed light into the factors that influence intentions to adopt social media across different cultures. It empirically examines the role of culture – individualism vs collectivism – by using two samples (i.e. Kuwait and the USA) to determine cultural influences on the adoption of social media in different cultures.,Using data drawn from Kuwait and US samples, this current study draws upon the theory of reasoned action (Fishbein and Ajzen, 1975) and the technology acceptance model (Davis, 1989). The results of the analysis indicate that the modified model is applicable to a cross-national group of social media users. Moreover, this study demonstrates the impact of cultural characteristics on various technology adoption constructs in the model.
📖 Papers frequently viewed together
2 Authors (Satoko Suzuki, ..., Kosuke Takemura)
5 Citations
#1Jenna L. Clark (Duke University)H-Index: 4
#2Sara B. Algoe (UNC: University of North Carolina at Chapel Hill)H-Index: 22
Last. Melanie C. Green (SUNY: State University of New York System)H-Index: 34
view all 3 authors...
In the early days of the Internet, both conventional wisdom and scholarship deemed online communication a threat to well-being. Later research has complicated this picture, offering mixed evidence about how technology-mediated communication affects users. With the dawn of social network sites, this issue is more important than ever. A close examination of the extensive body of research on social network sites suggests that conflicting results can be reconciled by a single theoretical approach: t...
50 CitationsSource
#1Arham Adnan (AMU: Aligarh Muslim University)H-Index: 1
#2Asad Ahmad (AMU: Aligarh Muslim University)H-Index: 10
Last. Mohammed Naved Khan (AMU: Aligarh Muslim University)H-Index: 13
view all 3 authors...
Purpose The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers. Design/methodology/approach This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a questionnaire handed out to a sample of 250 students. With t...
26 CitationsSource
#1Pavica Sheldon (UAH: University of Alabama in Huntsville)H-Index: 13
#2Philipp A. Rauschnabel (UM: University of Michigan)H-Index: 23
Last. Sandra Car (University of Zagreb)H-Index: 1
view all 4 authors...
Although Instagram is one of the fastest growing social media, scholars are yet to examine cultural differences among users behavior. The current study compares motives for Instagram use between participants from two countries: Croatia, a highly collectivistic culture, and the United States, a typically individualist culture. Specifically, it examines the relationship between motives and behavioral outcomes of use (time spent on Instagram, the frequency of hashtagging, and the number of Instagra...
49 CitationsSource
#1Hardeep Chahal (JU: University of Jammu)H-Index: 18
#2Anu Rani (JU: University of Jammu)H-Index: 2
Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship. Design/methodology/approach The data were collected from 767 SM users working in multinational corporations of Gurgaon ...
28 CitationsSource
#1Asad Ahmad (AMU: Aligarh Muslim University)H-Index: 10
#2Obaidur Rahman (AMU: Aligarh Muslim University)H-Index: 4
Last. Mohammed Naved Khan (AMU: Aligarh Muslim University)H-Index: 13
view all 3 authors...
Purpose The purpose of this study is to explore the factors that help in building e-loyalty towards online retailers. Internet has brought the world market into a single platform. Marketers have started using Internet as a new and innovative way to interact and reach people all around the world. With the increase in the number of Internet users, the number of e-marketers has also increased. In the context of online retailing, the service quality being offered is increasingly being used as a tool...
20 CitationsSource
#1Santiago Iglesias-Pradas (UPM: Technical University of Madrid)H-Index: 10
#2Ángel Hernández-García (UPM: Technical University of Madrid)H-Index: 17
Last. Pedro Fernández-Cardador (Airbus Defence and Space)H-Index: 4
view all 3 authors...
ABSTRACTThis study investigates employees’ acceptance of corporate Web 2.0 applications for collaboration and knowledge sharing. Results show that altruism, managerial support, and perceived usefulness are good predictors of the intention to use corporate blogs as tools for collaboration and knowledge sharing. The study further explores differences between employees from companies with low and high adoption rates, and uses prediction-oriented segmentation to unveil two different paths to adoptio...
8 CitationsSource
#1Elmira Djafarova (Northumbria University)H-Index: 6
#2Chloe Rushworth (Northumbria University)H-Index: 1
The growth of Instagram continues, with the majority of its users being young women. This study investigates the impact of Instagram upon source credibility, consumer buying intention and social identification with different types of celebrities. In-depth interviews were conducted with 18 female Instagram users aged 1830 to determine the extent to which Instagram influences their buying behaviour. The research findings show that celebrities on Instagram are influential in the purchase behaviour ...
185 CitationsSource
#1Mugenyi Justice Kintu (Vrije Universiteit Brussel)H-Index: 1
#2Chang Zhu (Vrije Universiteit Brussel)H-Index: 4
Last. Edmond Kagambe (Mountains of the Moon University)H-Index: 1
view all 3 authors...
This paper investigates the effectiveness of a blended learning environment through analyzing the relationship between student characteristics/background, design features and learning outcomes. It is aimed at determining the significant predictors of blended learning effectiveness taking student characteristics/background and design features as independent variables and learning outcomes as dependent variables. A survey was administered to 238 respondents to gather data on student characteristic...
90 CitationsSource
#1Joe Phua (UGA: University of Georgia)H-Index: 16
#2Seunga Venus Jin (Sejong University)H-Index: 8
Last. Jihoon (Jay) Kim (UGA: University of Georgia)H-Index: 4
view all 3 authors...
Snapchat is used for passing time, sharing problems, and social knowledge.Instagram is used for showing affection, following fashion, and sociability.Twitter users had highest brand community identification and membership intention.Instagram users had highest brand community engagement and commitment.Social comparison, trust, tie strength, and network homophily are moderators. Applying uses and gratifications theory (UGT), this study examined consumers' use of one of four social networking sites...
160 CitationsSource
#1Carolyn A. Lin (UConn: University of Connecticut)H-Index: 30
#2Tonghoon Kim (UConn: University of Connecticut)H-Index: 3
Abstract Sponsored advertising has generated strong advertising revenues for Facebook in recent years. As sponsored ads are built on an interactive platform that could be seen as invasive to user privacy, the growth of this advertising platform has important implications for consumers, and advertisers alike. As little research is available on consumer response to sponsored advertising as an interactive technology innovation, the current study assesses the effects of user perceptions of privacy r...
69 CitationsSource
Cited By13
Abstract This study seeks to examine and unearth antecedents to co-creation behaviours within a U.S. retail banking context. A critical aspect for marketing managers and academics alike, co-creation has a strong influence on tangible factors such as profit and intangible factors such as referrals, satisfaction and feedback. Antecedents were identified as trust, customer engagement and participation attitude whilst social media usage was a consumer characteristic identified as influencing co-crea...
1 CitationsSource
#1Jung-Hwan KimH-Index: 11
#2Minjeong KimH-Index: 21
Last. Jungmin YooH-Index: 6
view all 0 authors...
PurposeThe purpose of the study is to investigate the effects of interactivity and vividness on perceived usefulness and perceived enjoyment and their consequent impacts on consumer behavioral responses in a retail furniture VR store context. Considering the lack of VR empirical research, the indirect effect of interactivity and vividness on perceived usefulness and perceived enjoyment through telepresence and the moderating effect of consumer previous experience with VR are also included.Design...
#1Fernando Zamith (University of Porto)H-Index: 3
#2Luis Mañas-Viniegra (Complutense University of Madrid)H-Index: 4
Last. Patricia Núñez-Gómez (Complutense University of Madrid)H-Index: 3
view all 0 authors...
#1Małgorzata Bartosik-Purgat (Poznań University of Economics)H-Index: 4
#2Joanna Bednarz (University of Gdańsk)H-Index: 3
The development of new technologies, expanding Internet access, and Web 2.0 helps companies better address and collaborate with a new type of consumers (prosumers). That is, they are able to harnes...
#1Jonathan C. HoH-Index: 9
#2Chorng-Guang WuH-Index: 1
Last. Thanh-Thao T. PhamH-Index: 3
view all 4 authors...
Abstract Over the past decade, the markets for mobile and wireless services have been among the world's fastest-growing, especially in Asian countries, presenting financial institutions with significant opportunities to offer value-added services. Mobile banking has since emerged as a new channel enabling the banks to react strategically to changes in competitive forces and to enhance customer convenience. Based on Diffusion of Innovations (DOI) theory, the Technology Acceptance Model (TAM), the...
3 CitationsSource
#1Luis Mañas-Viniegra (Complutense University of Madrid)H-Index: 4
#2Igor-Alejandro González-Villa (Complutense University of Madrid)H-Index: 1
Last. Carmen Llorente-Barroso (Complutense University of Madrid)H-Index: 2
view all 3 authors...
Purpose driven companies have developed their corporate culture with a commitment to stakeholders, Sustainable Development Goals, and social responsibility, prioritizing the management of organizational intangibles over capital. The overall objective of this research is to gain knowledge regarding the attention and emotional intensity registered by young Spanish university students when visualizing corporate purpose versus corporate visual identity, as well as the image of the Chairman of the ma...
Social networks are proving to be a strategic instrument of competitive advantage. The study aims to analyze the influence between the frequency of use, the perceived utility and the ease of use of Instagram in relation to the consumer's intention to buy. An online survey was conducted with 262 users. The data were interpreted using exploratory factor analysis and multiple linear regression to determine the relationship between the respective factors. The results showed that the frequency of use...
Purpose Social media bring about the imagery of people, places and products. Showing particular success in attracting women and millennials, these media (e.g. Instagram, Snapchat and Pinterest) are built around imagery consumption. This paper follows a qualitative theory building approach to extend the theory of consumption values and develop a framework based on the values social media deliver to consumers that explain their use outcomes. Design/methodology/approach The framework was analytical...
4 CitationsSource
#1Luis Mañas-Viniegra (Complutense University of Madrid)H-Index: 4
#2Alberto Luis García-García (Complutense University of Madrid)H-Index: 1
Last. Ignacio J. Martín-Moraleda (Complutense University of Madrid)H-Index: 1
view all 3 authors...
Emotional journalism is being driven by audiovisual technology such as drones, also known as unmanned aerial vehicles, which have demonstrated their usefulness in transforming objective news into news stories from a new visual perspective, facilitating access to dangerous or difficult places. They also allow for greater immersion by an audience that has become an active participant in the news, and they contribute to the storytelling of communication despite the risk to privacy and security that...
2 CitationsSource