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Social Network Sites, Motivations and Social Capital: Comparative Study of Japan and Brazil

Author

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  • Marcos Hideyuki Yokoyama

    (Graduate School of Economics, Osaka University)

Abstract

The advance of web technology has allowed increasingly number of people to have access to Social Network Sites. Different members of society, including people of all ages and social classes, have used Facebook, Twitter and LinkedIn. This study examines the relationship between the use of Social Network Sites and the formation of social capital. Using data from a web survey of employees in Japan (n = 244) and Brazil (n = 251), positive associations between SNS use and social capital development were found in both countries. Cultural differences seem to influence this process; in Brazil, intensity of SNS use has a stronger association with bridging and bonding social capital when perceived enjoyment is high; in Japan, employees use SNS for utility and enjoyment reasons, but perceived enjoyment does not interfere with social capital gains. Implications and future research are discussed.

Suggested Citation

  • Marcos Hideyuki Yokoyama, 2013. "Social Network Sites, Motivations and Social Capital: Comparative Study of Japan and Brazil," Discussion Papers in Economics and Business 13-28, Osaka University, Graduate School of Economics.
    • Handle: RePEc:osk:wpaper:1328
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    References listed on IDEAS

    as
    1. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    2. Jed Hallam, 2013. "The Social Media Manifesto," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-137-27142-6, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social network sites; cross-cultural research; motivation; social capital;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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