Social Network Behavior as Indicator of Personality, Motivation and Cultural Values

Managerial cultural values are of pertinent importance for businesses in multinational companies as it determines a nation's managerial philosophy and helps in establishing cross cultural working relationship. Rokeach (1973) has linked individuals' cultural values, and personality with social behavior and attitudes. Rokeach values consist of two sets of values: terminal values which are end-state values and instrumental values which deal with modes of conduct. In recent years, there have been several studies linking Big Five Personality Types: Agreeableness, Consciousness, Neuroticism, Extraversion, and Openness-to-Experience with social network behavior (see, Hughes et al., 2012, Ryan and Xenos, 2011; Amichai-Hamburger and7 Vinitzky, 2009; Jensen et al., 2009). This study has attempted to establish interrelationships between Rockeach Cultural values, personality and social network behavior through an exploratory study. Since the two largest stake holders of companies, the employees and the customers (or potential customers) are both expected to be using some of the popular social network sites in their personal and work life as well as for selling-purchasing, this study would be an attempt to suggest a model to map the personalities and cultural values of the employees (customers) from their SNS behavior, which will be a useful for establishing better customer and employee relationship. The questionnaire comprised of items related to online SN behavior, Big-Five inventory and Rockeach value survey. The sample consisted of 158 employees at managerial positions in three multinational companies at the age group of 20-50. Findings have been thoroughly discussed in terms of evolving role of social media in the current global organizations.