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Born digital: Is there going to be a new culture of digital natives?

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  • Tomáš Kincl
  • P. Štrach

Abstract

The paper strives to answer the question of whether Digital Natives and Digital Immigrants share similar concerns with other generations across national cultures. A traditional cross-cultural approach is scrutinized to unravel the extent to which technology has influenced and co-created the digital culture, which may emerge as a distinct sub-cultureThis analysis is based on Mindreader Mindshare survey from more than 57,000 respondents from in 44 different countries. The cross-tabulation analysis was performed to investigate the differences in the respondents’ strongest concerns. The analysis revealed differences between the Global Learning and Observation to Benefit the Environment (GLOBE) program’s cultural clusters, as well as between both generations of Digital Natives and Digital Immigrants. Both generations of Digital Natives and Digital Immigrants appear to share relatively homogeneous concerns, and therefore sharing the same digital culture regardless of the GLOBE cultural cluster to which they belong.

Suggested Citation

  • Tomáš Kincl & P. Štrach, 2021. "Born digital: Is there going to be a new culture of digital natives?," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(1), pages 30-48, January.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:1:p:30-48
    DOI: 10.1080/21639159.2020.1808811
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    Cited by:

    1. Jeong, Dayun & Ko, Eunju & Taylor, Charles R., 2023. "Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping," Journal of Business Research, Elsevier, vol. 154(C).
    2. Gina Raluca Guse & Marian Dragos Mangiuc, 2022. "Digital Transformation in Romanian Accounting Practice and Education: Impact and Perspectives," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(59), pages 252-252.

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