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IMPACT OF CULTURE ON SOCIAL MEDIA USE: HOW, WHEN, AND WHY?
Jae Min Jung,Kyeong Sam Min,Kristen R. Schiele,Anthony H. Kim,Jing Hu,Xin Liu,Curtis P. Haugtvedt,James J. Kellaris 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This paper develops a conceptual model of international social media marketing strategy that describes how culture shapes consumers’ use of social media around the world. Drawing from cultural psychology, marketing, and computer information systems, we use Kietzmann et al.’s (2011) functional building blocks of social media to organize social media functions, then explicate how various dimensions of culture affect the way such social media functions are used across cultures. By delineating these complex relationships, our model and the propositions that stem from it offer directions for future research and advance understanding of cross-cultural differences with implications for businesses that provide social media or capitalize on social media for global reach in the international marketplace.