The Influence of Cultures on SNS Usage: Comparing Mixi in Japan and Facebook in the U.S.
The purpose of this study is to explore and identify the cultural influence on people’s Social Networking Sites (SNS) usage. Using Hofstede’s individualism/collectivism and Hall’s high/low context cultural values, this study examines the content of comments on online communities in Mixi, a SNS in...
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| Format: | Article |
| Language: | English |
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Insitute for Public Relations
2011-09-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2011Dou.pdf |
| Summary: | The purpose of this study is to explore and identify the cultural influence on people’s
Social Networking Sites (SNS) usage. Using Hofstede’s individualism/collectivism and
Hall’s high/low context cultural values, this study examines the content of comments on
online communities in Mixi, a SNS in Japan, and Facebook. A content analysis of
comments that appeared on the SNS communities of three car brands (Lexus, Cadillac,
and BMW) revealed that Mixi users and Facebook users differ in the use of visually
oriented information and in the types of comments they wrote. Specifically, Mixi users
used significantly more visually oriented information in comments than Facebook users.
In addition, comments by Mixi users were more likely to ask for and provide advice and
information, while comments by Facebook users were more likely to express their
feeling towards the brands. |
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| ISSN: | 1942-4604 1942-4604 |