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

Bolanle Olaniran

doi:10.1108/JAMR-04-2017-0050

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

Bolanle Olaniran

CoMC Dept of COMS

Research output: Contribution to journal › Article › peer-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 language	English
Pages (from-to)	130-145
Journal	Journal Of Advances in Management Research
DOIs	https://doi.org/10.1108/JAMR-04-2017-0050
State	Published - Mar 2018

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