Social media usage and cultural dimensions: An empirical investigation

Majid Dadgar, Joseph Vithayathil, John Kalu Osiri

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Scopus citations

Abstract

Cultural attributes of employees affect organizations in several different ways through their impact on organizational goals and decision-making processes. Social media create ample opportunities for organizations to improve competitiveness and efficiency of marketing and communications. We empirically investigate the impact of employee cultural dimensions on social media usage at work and at home. Such a study has not been undertaken before to the best of our knowledge and this would be the first study to connect cultural dimension characteristics of individuals with social media usage. Specifically, we investigate the effect of Power Distance (PD), Uncertainty Avoidance (UA), and Individualism-Collectivism (IC) on the use of popular social media platforms such as Facebook, Twitter, Skype, and LinkedIn. Our results show that certain cultural dimensions predict higher or lower levels of use of specific social media platforms. We provide implications of our results on research and practice.

Original languageEnglish (US)
Title of host publicationProceedings of the 50th Annual Hawaii International Conference on System Sciences, HICSS 2017
EditorsTung X. Bui, Ralph Sprague
PublisherIEEE Computer Society
Pages2243-2252
Number of pages10
ISBN (Electronic)9780998133102
StatePublished - 2017
Event50th Annual Hawaii International Conference on System Sciences, HICSS 2017 - Big Island, United States
Duration: Jan 3 2017Jan 7 2017

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2017-January
ISSN (Print)1530-1605

Conference

Conference50th Annual Hawaii International Conference on System Sciences, HICSS 2017
Country/TerritoryUnited States
CityBig Island
Period1/3/171/7/17

ASJC Scopus subject areas

  • Engineering(all)

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