Social Media Networking Satisfaction in the Us and Vietnam: Content Versus Connection

Document Type

Article

Publication Date

4-18-2019

Publication Title

Journal of Business Research

Volume

101

First page number:

93

Last page number:

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

Disciplines

Computer Engineering | Social Media | Sociology

Language

English

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