Article: Social Media Adoption and National Culture: The Dominant and Nuanced Effect of Individualism-Collectivism Journal: Journal of Business and Management (JBM) 2020 Vol.26 No.2 pp.1 - 31 Abstract: Purpose - This study mainly examines how individualism-collectivism influences the country-level adoption of social media (SM). It synthesizes Hofstede's national cultural framework with Roger's diffusion of innovations and Granovetter's tie strength theories. Method - It relies on country-level secondary data assembled from reputable sources. Hierarchical regression is used. Findings - Results reveal that the impact of individualism-collectivism is curvilinear and that this dimension also moderates the effect of long-term orientation. No significant main or moderated effects were found for the remaining cultural dimensions. Significant effects of three demographic and technological control variables were also found. Limitations - Limitations related to the use of secondary data, the country-level unit of analysis, and cross-sectional design are recognized. Implications/Recommendations - While cultural factors are germane, not all need to be considered when targeting and designing marketing strategies to employ with SM. Originality/Contribution - This study is believed to be the first to test and provide evidence of the curvilinear relationship of the individualism-collectivism cultural dimension, giving credence to the proposition that different culturally instilled social processes may be driving country-level SM adoption. Inderscience Publishers - linking academia, business and industry through research

Title: Social Media Adoption and National Culture: The Dominant and Nuanced Effect of Individualism-Collectivism

Authors: Rodney L. Stump; Wen Gong

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: Purpose - This study mainly examines how individualism-collectivism influences the country-level adoption of social media (SM). It synthesizes Hofstede's national cultural framework with Roger's diffusion of innovations and Granovetter's tie strength theories. Method - It relies on country-level secondary data assembled from reputable sources. Hierarchical regression is used. Findings - Results reveal that the impact of individualism-collectivism is curvilinear and that this dimension also moderates the effect of long-term orientation. No significant main or moderated effects were found for the remaining cultural dimensions. Significant effects of three demographic and technological control variables were also found. Limitations - Limitations related to the use of secondary data, the country-level unit of analysis, and cross-sectional design are recognized. Implications/Recommendations - While cultural factors are germane, not all need to be considered when targeting and designing marketing strategies to employ with SM. Originality/Contribution - This study is believed to be the first to test and provide evidence of the curvilinear relationship of the individualism-collectivism cultural dimension, giving credence to the proposition that different culturally instilled social processes may be driving country-level SM adoption.

Keywords: Social media adoption, cultural dimensions, individualism-collectivism, tie strength, hierarchical regression, quadratic

DOI: 10.1504/JBM.2020.141281

Journal of Business and Management, 2020 Vol.26 No.2, pp.1 - 31

Published online: 05 Sep 2024 *

Title: Social Media Adoption and National Culture: The Dominant and Nuanced Effect of Individualism-Collectivism

Keep up-to-date