78 research outputs found
Assessing the Applicability of Hofstede\u27s Cultural Dimensions for Global 500 Corporations\u27 Facebook Profiles and Content
This research examines how Hofstedeās six cultural dimensions are reflected on the official corporate Facebook pages from 259 organizations on Fortune magazineās Global 500 list. This research is grounded in original indices to measure the six dimensions across Facebookās āAbout Usā section, the textual updates provided by the companies, as well as the media that they share (photographs and videos). This is the first attempt to create a conceptualization of Hofstedeās dimensions for organizational social media use. The results paint a mixed picture indicating that the global nature of these corporations is echoed in a somewhat similar overall presence on Facebook; but when the individual elements (About Us, updates, and media) are examined, statistical differences emerge in relation to the reflection of the cultural dimensions. Limitations and directions for future research are discussed
- ā¦