Social network behavior inappropriateness: the role of individual-level espoused national cultural values

Abstract

PurposeThe purpose of the current study is to investigate the effects of individual-level (espoused) cultural values (collectivism, power distance, uncertainty avoidance, masculinity and long-term orientation) on the individuals' acceptability of inappropriate social network behaviors.Design/methodology/approachThe study employs survey data collected from 482 social network users (261 in the United States and 221 from India).FindingsResults show that individuals with high power distance, masculinity and long-term oriented cultural values are more accepting of inappropriate social network behaviors of others, while those with strong uncertainty avoidance cultural values have high degree of social network behavior inappropriateness, which is defined as the extent to which behaviors of social network users are considered unacceptable by others.Research limitations/implicationsThe paper highlights the need for more academic research on the intersection of culture and social network behaviors. This study emphasizes the need for adopting an interdisciplinary approach to understand individuals' social network behaviors.Practical implicationsThe paper offers recommendations to global organizations pertaining to the need for creating social network policies in such a way that encourages their global workforce to openly, yet respectfully, share their ideas using social networks.Originality/valueUsing an interdisciplinary approach, the present study extends our understanding of a recently proposed social network behavioral inappropriateness construct and explains how differences in cultural values may lead to differences in individuals' social network behaviors.