Online social networking across cultures: An exploration of divergent and common practices

Building on the authors' prior studies that investigate uses and perceptions of online social networks, this study critically explores the emerging social networking culture. In doing so, the research seeks to identify possible constructs that can be used to predict social networking behavior that may then be tested in a future study. The study relies on multiple user perspectives, drawing its participants from international students at two universities, one in Australia and one in the United States. Throughout this process, the utility of using the lens of national culture versus using other lenses is also examined. While the qualitative data suggests somewhat divergent approaches to social networking in different countries, a number of common themes were also identified. Two themes which appeared across national boundaries were changes in use over time and privacy and trust.