|Published Online: August 4, 2015||$US5.00|
Abstract: This study is based on the content of public profiles of 1,158 random Facebook users in sixteen countries around the world. It provides a model linking culture, communication strategy, and social capital. The results show that U.S. and European social media users are less likely to engage in online public self-disclosure of their personal information and preferences in comparison with the users of other countries. Individualistic Cultures tend to have more online friends, and are more likely to belong to celebrity fandom as compared with the users in the collectivistic cultures. Users who self-disclose personal information are more likely to have more online friends and belong to celebrity fandom, regardless of their culture or country. The findings have implications for effective communication and building diverse communities via social media in a variety of settings.
|Keywords:||Social Media, Facebook, Global, Culture, International, Social Capital, Self-disclosure, Online Friendship|
Professor, Department of Communications, California State University, Fullerton, California, USA