Social networking sites are extremely popular around the world with millions of users logging in daily to reconnect with their friends or find new ones. Using Hofstede’s dimensions of national culture and diffusion of innovation as theoretical basis this paper investigates whether users of social networking websites perceive and adopt online social networking differently across different cultures, specifically focusing on Morocco and the United States. Most studies of social networking websites have focused on the users in the United States. This research proposes a unique cross cultural comparison of social networking and its diffusion in different countries.
Veltri, Natasha F. and Elgarah, Wafa, "The Role of National Culture Differences in User Adoption of Social Netowrking" (2009). SAIS 2009 Proceedings. Paper 33.