Culture and social media: the relationship between cultural values and hashtagging styles

Pavica Sheldon, Erna Herzfeldt and Philipp A. Rauschnabel

Behaviour and Information Technology, 2020, vol. 39, issue 7, 758-770

Abstract: Many social media users include #-signs before particular terms on social media – which is termed hashtagging. Recent research indicates that people tend to use the pound key for uncommon words, including ‘artistic’ words that are unlikely to serve functional purposes, and that cultural differences in hashtagging styles exist. The current study examines characteristics of hashtags and the impact of individual cultural values on hashtagging behaviour. Findings reveal four dimensions of hashtags, concluding that hashtags can be inspirational, structural, entertaining, and artistic. Second, findings show that hashtags are used to structure content equally independent of cultural values. However, inspirational hashtags are common among users with collectivistic, uncertainty avoidant, and masculine cultural values. Moreover, collectivistic and masculine values are also associated with artistic hashtags – whereas uncertainty avoidance is related to entertaining hashtags. In addition, findings show that cultural values associated with power distance relate to a higher hashtagging intensity.

Date: 2020
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DOI: 10.1080/0144929X.2019.1611923

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