APJIS Asia Pacific Journal of Information Systems


The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Seung Hyun Kim

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Current 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.

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