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Social Network Sites (SNSs) rely exclusively on user-generated content to offer engaging and rewarding experience to its members. As a result, stimulating user communication and self-disclosure is vital for the sustainability of SNSs. However, considering that the SNS users are increasingly culturally diverse, motivating this audience to self-disclose requires understanding of their cultural intricacies. Yet existing research offers only limited insights into the role of culture behind the motivation of SNS users to self-disclose. Building on the privacy calculus framework, this study explores the role of two cultural dimensions - individualism and uncertainty avoidance - in self-disclosure decisions of SNS users. Survey responses of US and German Facebook members are used as the basis for our analysis. Structural equation modeling and multi-group analysis results reveal the distinct role of culture in the cognitive patterns of SNS users. The authors find that trusting beliefs play a key role in the self-disclosure decisions of users from individualistic cultures. At the same time, uncertainty avoidance determines the impact of privacy concerns. This paper contributes to the theory by rejecting the universal nature of privacy calculus processes. The findings provide for an array of managerial implications for SNS providers as they strive to encourage content creation and sharing by their heterogeneous members.
Given the rising popularity of social networking sites (SNSs), the influence of these platforms on the subjective well-being (SWB) of their users is an emerging topic in information systems research. Building on the norm of reciprocity and the social functional approach to positive emotions, we posit that targeted reciprocity-evoking forms of SNS activities are best suited to promote users’ positive emotions. The favourable potential of these activities is likely to be particularly pronounced among adolescents who pay special attention to social acceptance, which can be channelled with the help of reciprocal communication. Therefore, we conducted a quantitative 7-day diary study of 162 adolescent Facebook users attending German schools, looking at the impact of their daily SNS activities on their SWB. Based on a linear mixed model analysis, our results confirm a positive link between targeted reciprocity-evoking activities – such as chatting, giving and receiving feedback – and adolescents’ positive emotions. Our findings provide a reassuring perspective on the implications of the sociotechnical design of SNS communication channels. Specifically, by encouraging targeted activities, providers, users, and other stakeholders can ensure the beneficial impact of this technology on users’ SWB.