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Social media networking satisfaction in the US and Vietnam: Content versus connection

Author

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  • Krishen, Anjala S.
  • Berezan, Orie
  • Agarwal, Shaurya
  • Kachroo, Pushkin

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.

Suggested Citation

  • Krishen, Anjala S. & Berezan, Orie & Agarwal, Shaurya & Kachroo, Pushkin, 2019. "Social media networking satisfaction in the US and Vietnam: Content versus connection," Journal of Business Research, Elsevier, vol. 101(C), pages 93-103.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:93-103
    DOI: 10.1016/j.jbusres.2019.03.046
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    Cited by:

    1. Zhu, Yu-Qian & Alamsyah, Nurwahyu, 2022. "Citizen empowerment and satisfaction with smart city app: Findings from Jakarta," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    2. Krishen, Anjala S. & Berezan, Orie & Agarwal, Shaurya & Kachroo, Pushkin & Raschke, Robyn, 2021. "The digital self and virtual satisfaction: A cross-cultural perspective," Journal of Business Research, Elsevier, vol. 124(C), pages 254-263.
    3. Berezan, Orie & Krishen, Anjala S. & Agarwal, Shaurya & Kachroo, Pushkin, 2020. "Exploring loneliness and social networking: Recipes for hedonic well-being on Facebook," Journal of Business Research, Elsevier, vol. 115(C), pages 258-265.

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