IJSTR >> Volume 9 - Issue 4, April 2020 Edition

[Full Text]

AUTHOR(S)

Kaziro Paul, Mincheol Kang, Tegegne Tesfaye Haile

KEYWORDS

Uses and Gratification, Electronic Word of Mouth (eWOM), Social Networking Sites, Culture

ABSTRACT

The main purpose of this research is to investigate the role of the uses and gratifications in developing user satisfaction and hence enhance positive electronic word of mouth on Facebook with national culture as a moderator. Data was collected from an online and offline surveys from a total sample size of 285 respondents from both South Korea and Tanzania. The findings reveal that there is a significant difference in the user’s motivation of joining and using social networking sites in the two countries. It is also found that culture is a very important antecedent of determining the user’s gratification of social networking sites. This study offers a vital contribution to understanding the role of culture in SNS use.

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