Social media as communication channel in emerging economies: a closer look at cultural implications.

Bolanle Olaniran

Research output: Contribution to journalArticlepeer-review

Abstract

The purpose of this paper is twofold. First, to explore the intricacies of culture along with the complex contextual factors that affect the selection, implementation and use of social media as an organizational communication channel in emerging markets. Second, by using Hofstede’s dimension of cultural variability as a framework, the paper identifies different variables that impact usage and adoption of social media in emerging markets.
Original languageEnglish
Pages (from-to)130-145
JournalJournal Of Advances in Management Research
DOIs
StatePublished - Mar 2018

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