Social and Behavioral Sciences Commons^™

Cultural Differences And Switching Of In-Group Sharing Behavior Between An American (Facebook) And A Chinese (Renren) Social Networking Site, Lin Qiu, Han Lin, Angela K. Y. Leung

Ka Yee Angela LEUNG

Prior research has documented cultural dimensions that broadly characterize between-culture variations in Western and East Asian societies and that bicultural individuals can flexibly change their behaviors in response to different cultural contexts. In this article, we studied cultural differences and behavioral switching in the context of the fast emerging, naturally occurring online social networking, using both self-report measures and content analyses of online activities on two highly popular platforms, Facebook and Renren (the “Facebook of China”). Results showed that while Renren and Facebook are two technically similar platforms, the Renren culture is perceived as more collectivistic than the Facebook culture. …