Social media networking satisfaction in the US and Vietnam: Content versus connection

Anjala S. Krishen, Orie Berezan, Shaurya Agarwal and Pushkin Kachroo

Journal of Business Research, 2019, vol. 101, issue C, 93-103

Abstract: Facebook is one of the most notable and popular social media networks in the world. It appeals to people of differing cultures, mindsets, and demographics. This study explores cross-cultural differences regarding the relative emphasis of social connection versus informational content to examine ingredients for satisfaction in a social media network in Vietnam (n = 190) versus the US (n = 280). Uses and gratifications theory and self-determination theory argue that belonging, affinity, interactivity, emotional connection, system quality, and information quality are equally important to satisfaction for both cultures. However, the social capital theory, social network density, and cultural tightness-looseness combine to propose differences between the two cultures. Therefore, this study uses fuzzy set qualitative comparative analysis (fsQCA) to find that both cultures value belonging, affinity, and interactivity. In terms of differences, Vietnamese derive higher satisfaction from system quality and emotional connection, and Americans indicate higher satisfaction from information quality.

Keywords: Social media networking; Self-determination theory; Uses and gratifications theory; Social capital theory; Social network density; Cultural tightness/looseness; Configural analysis; fsQCA; Vietnam; Cross-cultural research (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:101:y:2019:i:c:p:93-103

DOI: 10.1016/j.jbusres.2019.03.046

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