Asia Pacific Journal of Information Systems (APJIS)

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Past Issue

Date	March 2024
Vol. No.	Vol. 34 No. 1
DOI	https://doi.org/10.14329/apjis.2024.34.1.191
Page	191~208
Title	Addressing User Engagement in Social Media Platforms with Cultural Differences Based on Hofstede’s Dimensions
Author	Yoon Han, Hoang D. Nguyen, Tae Hun Kim
Keyword	Cultural Differences, Hofstede’s Dimensions, User Engagement, Social Media Platform, Social Networking
Abstract	This paper proposes the presence and importance of cultural differences to address user engagement in worldwide social media platforms. Based on Hofstede’s cultural dimensions, this paper addresses their new meanings in the context of user engagement in social media. Our propositions address two research questions: (1) how do cultural dimensions, displayed on social media platforms, differ across national cultures?; (2) what different preferences the social media platforms have in terms of which cultural dimensions promote or suppress user engagement? User engagement in social media platforms is explained by the cultural differences in terms of the four cultural dimensions: individualism vs. collectivism, uncertainty avoidance, power distance, and masculinity vs. femininity. Implications are also discussed for research and practice.