Culture and Social Media: Exploration of Differences Between the United States and Japan

Abstract

Purpose

To explore and examine cultural differences in the consumer attitudes toward social media.

Methodology/approach

Internet survey.

Findings

The influence of culture toward the consumer attitudes in social media may be less salient compared with other consumer behaviors.

Research limitations/implications

This study is exploratory in nature.

Practical implications

To encourage managers to revisit the issue of globalization versus localization, particularly in the domain of social media.

Originality/value of paper

This study is one of the first attempts in exploring cultural differences in the consumer behavior of social media.

Citation

Suzuki, S. and Takemura, K. (2013), "Culture and Social Media: Exploration of Differences Between the United States and Japan", Social Media in Strategic Management (Advanced Series in Management, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 245-258. https://doi.org/10.1108/S1877-6361(2013)0000011016