Cultural Practices and Virtual Social Networks Diffusion: An International Analysis Using GLOBE Scores

Diffusion of virtual social networks varies significantly across countries, which is caused due to the factors that are deeply rooted in the cultural characteristics of a country. Motivated by the imperative need for culturally based interpretation of the disparity in virtual social network diffusion across countries, this study examines how national cultural practices affect virtual social networks diffusion in a country. Specifically, by utilizing Rogers’ diffusion of innovation theory and the national cultural framework of the Global Leadership and Organizational Behavior Effectiveness project as the guiding theoretical perspectives, this study investigates the influences of cultural practices in a country on its virtual social network diffusion. Utilizing publicly available archival data from reliable sources, the analysis of 30 countries (after controlling for the effects of human capital, technology infrastructure, and regulations in a country) reveals that among the nine national cultural practice dimensions of the Global Leadership and Organizational Behavior Effectiveness project, uncertainty avoidance, humane orientation, institutional collectivism, future orientation, and performance orientation were positively associated with virtual social network diffusion in a country. The analysis also shows that power distance, in-group collectivism, assertiveness, and gender egalitarianism were not significantly associated with virtual social network diffusion in a country. The findings of this study contribute to the knowledge base in virtual social network research and practice by highlighting the roles of cultural practices associated with virtual social network diffusion in a country.