How to Keep Millennial Social Network Users Active? Millennial Social Network Usage on Mobile Devices Across Cultures

Despite the continuous upsurge in the use of social networks by consumers and marketers, the empirical research investigating their economic value in different cultures still lags. This study develops an extended Theory of Reasoned Action (TRA) model that includes trust in the social network community, perceived enjoyment, and Hofstede’s cultural factors (masculinity/femininity, power distance, individualism/collectivism, and long-term objectives). Using survey methodology across three countries (Kuwait, Tunisia, and Italy), data is analyzed using a structural equation model. The results of this study empirically extended the TRA model by including the significant impact of perceived enjoyment and attitude on the use of Facebook across different cultures. Trust in the social network community and its impact on the use of Facebook was only significant in Arab culture and not European culture. Hofstede’s factors moderate the relationship between subjective norms and usage of Facebook, and their impact is varies across different cultures. The study highlights the differential impact of cultures on social network use and the importance of understanding the type of culture the business is targeting. Commercial organizations should guide their marketing efforts to manage their marketing differently across cultures to enhance their consumer engagement.