Abstract
This publication was financed within the framework of the programme titled Dialogue introduced by the Minister of Science and Higher Education between 2016 and 2019. Moreover, the author(s) disclosed receipt of the following financial support for their research: state assignment of the Institute of ethnology and anthropology, Moscow, Russia (MBu, DD). Fundacao para a Ciencia e a Tecnologia (IF/00346/2014) awarded to C-MV.
Highlights
Seventy-nine percent of internet users use Facebook, and on average they access Facebook eight times a day (Greenwood et al, 2016)
Despite the constantly growing body of academic research on Facebook (Chou et al, 2009; Back et al, 2010; Kaplan and Haenlein, 2010; McAndrew and Jeong, 2012; Wilson et al, 2012; Krasnova et al, 2017), there remains limited research regarding the motivation behind Facebook use across different cultures
Our main goal was to collect data from a large cross-cultural sample of Facebook users to examine the roles of sex, age, and, most importantly, cultural differences underlying Facebook use
Summary
Seventy-nine percent of internet users use Facebook, and on average they access Facebook eight times a day (Greenwood et al, 2016). Conducting studies within only a limited number of countries or only within “Western” countries limits general conclusions about online social networking, as culture is an important predictor of various aspects of human behavior, including Facebook use (Nadkarni and Hofmann, 2012; Wilson et al, 2012; Hsu et al, 2015). To fill this gap, we aimed to investigate differences in reasons for Facebook usage (i.e., individual activities that draw people to use Facebook), using a large-scale cross-cultural sample (examining sex and age of our participants)
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