Naslov
A Cross-Cultural Comparison of Croatian and American Social Network Sites: Exploring Cultural Differences in Motives for Instagram Use

Autori
Sheldon, P. ; Rauschnabel, P. ; Car, Sandra ; Antony, M. G.

Izvornik
Computers in human behavior (0747-5632) 75 (2016); 643-651

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
social network sites ; Instagram ; individualism-collectivism dimension ; motives

Sažetak
Uses and Gratifications theory suggests that users actively choose media that can satisfy one or more of their needs. Recent research uses this theory to explain the motives for social media use. Several studies have found that there are cultural differences in social media use, particularly along the individualism-collectivism dimension. Although Instagram is one of the fastest growing social media, no scholarship has yet examined cultural differences among its users’ behavior. To understand how culture might influence the motives underlying Instagram use and its outcomes, the current study compares motives for Instagram use between participants of two countries: Croatia, a highly collectivistic culture, and the United States, a typically individualist culture. Specifically, it examines the relationship between motives and behavioral outcomes of use (time spent on Instagram, the frequency of hashtagging, and the number of Instagram followers). Findings revealed that while motivations behind Instagram use do not vary across cultures, different forms of gratification determine how Instagram is used, and culture moderates these relationships. For example, individualism tends to be associated with self-promotion and documenting. By contrast, collectivism is associated with social interactions. In addition to that, this study identifies several patterns in the use of hashtags.

Izvorni jezik
Engleski

Znanstvena područja
Pedagogija

POVEZANOST RADA