Cultural persistence and change in university students' social networking motives and problematic use

Abstract

This cross-cultural study assessed the problematic use and motivations of social networking sites (SNS) among university students in China, Malawi, and the UK. A sample of 975 students completed the 10-item WeChat Excessive Use Scale and 20-item measure of SNS motivations across friendship, convenience, social support, information, and entertainment dimensions. Results showed that SNS problematic use was significantly lower in the individualistic UK compared to collectivistic China and Malawi. Critical cultural differences also emerged in usage motivations. Chinese and Malawian youth scored higher on social motivations like friendship and support compared to the UK. However, the entertainment motive was associated with the problematic use of SNS across all groups, reflecting the globalised digital culture. While Malawi's collectivism ordinarily emphasises social cohesion, this sample showed weaker associations between problematic SNS use and social support motivations. Material constraints limiting access may reduce online social reliance compared to China. Findings reveal both persisting and evolving cultural dynamics as new technologies spread globally. Uses and gratification theory helps explain these nuances. Ultimately, universal and culturally specific facets of social networking motivations must be considered in addressing the global problematic use of social media.