A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use

Sheldon, Pavica; Rauschnabel, Philipp A.; Antony, Mary Grace; Car, Sandra

doi:10.1016/j.chb.2017.06.009

Cited by 153 publications

(131 citation statements)

References 37 publications

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“…This motivation, which was mentioned more often among Facebook users, corresponds to previous findings showing that Facebook is more about "having fun" than other forms of social media (Quan-Haase & Young, 2010). However, most social media research (e.g., Sheldon et al, 2017) suggests that people use social media to "be amused" (e.g., watching funny videos on YouTube); findings from the current research show the proactive role of "amusing other social media users." Studies 5 and 6 reveal that hashtaggers motivated to amuse others tend to use funny words as hashtags but make these decisions rather spontaneously.…”

Section: Hashtagging Motivationsmentioning

confidence: 54%

“…Second, our findings also provide insights into hashtagging behavior on a broader level. For example, while Sheldon et al’s () study provides first insights into different styles of hashtagging, the current research (Study 6) links them to motivations. Likewise, Studies 5 and 6 shed more light on how social media users use hashtags.…”

Section: Theoretical Contributionmentioning

confidence: 91%

“…The list included students, faculty/staff, part time students, and alumni. Given the relevance of cultural values in social media use, particularly hashtagging (Sheldon et al, ), this cultural heterogeneity (approximately 20% non‐Americans) is a strength of the data set. The data set incorporates responses from 317 hashtaggers, 51% of whom were students, 19% full‐time employed, 29% part‐time employed, and 1% other (e.g., unemployed, retired).…”

Section: Study 4: Exploration Of Hashtagging Motivationsmentioning

confidence: 99%

“…In particular, we argue that different motivations lead to the use of different hashtags. Sheldon et al () find that hashtags differ in their characteristics, and Study 6 assesses whether different motivations can explain these variations.…”

Section: Study 6: Further Validation Of Hashtagging Motivationsmentioning

confidence: 99%

“…While academic research on the psychological roots of hashtagging is limited, few studies indicate that motivations beyond structuring and spreading content exist. For example, Sheldon, Rauschnabel, Antony, and Car () show that Instagram users who wanted to fulfill certain motivations reported a more intense use of hashtags, and a follow‐up study found that people also tend to use entertaining or inspiring hashtags (Sheldon, Herzfeldt, & Rauschnabel, ). These studies indicate that additional motivations and meanings of hashtagging exist, which academic research and social media theories likely do not explain.…”

Section: Introductionmentioning

confidence: 99%

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What motivates users to hashtag on social media?

Rauschnabel

Sheldon

Herzfeldt

2019

Psychology and Marketing

Self Cite

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Hashtags (i.e., the # symbol) are gaining increased popularity among social media users. However, despite their intense use, little is known about their meanings. Only a few published studies have investigated fragmented aspects of hashtags and treated them as a functional means to structure content. In this study, we provide evidence that hashtags’ meanings go beyond structuring or spreading content and represent an integral element of contemporary communication via social media. In particular, this study presents a series of six empirical studies, following traditions in grounded theory and measurement theory research, to systematically assess motivations for using hashtags. The results uncover the existence of 10 different motivations for use (amusing, organizing, designing, conforming, trendgaging, bonding, inspiring, reaching, summarizing, and endorsing). In addition, we show how these motivations differ between platforms and also relate to different patterns of social media behavior. The results contribute to a better academic understanding of social media, provide managers with profound insights and can guide marketing tactics with hashtags.

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Section: Hashtagging Motivationsmentioning

confidence: 54%

Section: Theoretical Contributionmentioning

confidence: 91%

Section: Study 4: Exploration Of Hashtagging Motivationsmentioning

confidence: 99%

Section: Study 6: Further Validation Of Hashtagging Motivationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

What motivates users to hashtag on social media?

Rauschnabel

Sheldon

Herzfeldt

2019

Psychology and Marketing

Self Cite

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show abstract

Positive social comparison mechanism based on social comparison theory: Independency and interdependency on SNS in younger generation in Korea

Kim,

Km,

Lee

2023

J of Consumer Behaviour

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People utilize social networking services (SNSs) as a means of self‐expression. Therefore, it is necessary to create a positive environment for users to share such content. In this study, we investigated the social comparisons made by SNS users based on the social comparison theory. Furthermore, we examined the posting tendency according to the social comparisons made by young people on SNS, specifically in terms of luxury products. The study employs the social comparison theory, as well as passive reactions to posts by SNS users, to offer insights into various aspects of SNS usage behavior, ranging from reading and posting to the satisfaction of uploading. We surveyed college students in South Korea to test our hypotheses. The findings reveal that the younger the users engage in positive social comparisons through social media activities, the stronger their tendency to create independent posts. Thus, this study extends the social comparison theory by suggesting the possibility of promoting a positive environment for social comparisons among SNS followers, thereby strengthening the virtuous cycle structure of SNSs, where followers become publishers. In addition, the study findings suggest that SNS operators and marketers will be able to provide practical help in establishing operational strategies aimed at promoting the posts of SNS users and generating positive effects.

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Stakeholder engagement in green place branding: A focus on user‐generated content

Acuti

Laura

Mazzoli

et al. 2018

Corp Soc Responsibility Env

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The purpose of this research is to investigate how the green image of a city can affect potential visitors' attitude toward the city in the context of user-generated content.The study adopts a 2 × 2 experimental design in which the greenness of the city image and the social distance between the users and the authors of social media content are examined. The results demonstrate that green image has a significant effect on attitudes toward cities. Moreover, the effects of social media content vary according to the perceived social distance between the author of the post and potential visitors. This study contributes to the literature by assessing the role that social media content plays in place branding and communication. Furthermore, it provides relevant insights on how institutions should enhance the sustainable resources of cities with their environmental policy and encourage the generation of content from various stakeholders to contribute to the development of a city's image.

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A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use

Cited by 153 publications

References 37 publications

What motivates users to hashtag on social media?

What motivates users to hashtag on social media?

Positive social comparison mechanism based on social comparison theory: Independency and interdependency on SNS in younger generation in Korea

Stakeholder engagement in green place branding: A focus on user‐generated content

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