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Paper Type
ERF
Abstract
Online social networks are growing rapidly. As people from all over the world can use these sites without any geographic boundaries, it becomes difficult for organizations to predict user behavior. Prior literature revealed that most previous studies focused on a single culture and on a single social networking site, mainly Facebook. Also, even if there were cross-national cultural studies, they were primarily based on Hofstede’s cultural index scores. In this study, we focus on espoused national cultural values in the usage of Instagram. We propose a model and conduct a pilot test. Results indicate that people who espouse more collectivistic values tend to use Instagram more frequently and are more likely to share more posts.
Recommended Citation
Gopukumar, Deepika and Srite, Mark, "Does Culture Affect the Usage of Digital Disruption Innovations: A Study Using Instagram" (2020). AMCIS 2020 Proceedings. 5.
https://aisel.aisnet.org/amcis2020/culture_in_is/culture_in_is/5
Does Culture Affect the Usage of Digital Disruption Innovations: A Study Using Instagram
Online social networks are growing rapidly. As people from all over the world can use these sites without any geographic boundaries, it becomes difficult for organizations to predict user behavior. Prior literature revealed that most previous studies focused on a single culture and on a single social networking site, mainly Facebook. Also, even if there were cross-national cultural studies, they were primarily based on Hofstede’s cultural index scores. In this study, we focus on espoused national cultural values in the usage of Instagram. We propose a model and conduct a pilot test. Results indicate that people who espouse more collectivistic values tend to use Instagram more frequently and are more likely to share more posts.
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