Résumés
Abstract
This study addresses the lack of comparative research on the consumption of social networking sites (SNS) and SNS user behaviour in four emerging economies: Brazil, Russia, India, China. Using online survey and interviews, data are collected from individuals in order to identify different types of SNS user behaviour. From the findings, we develop a simplified framework of digital culture to show the effects of BRIC cultural context on sociomaterial context, and how these factors can be used to explain SNS user behaviour. The findings offer contemporary insights that can inform businesses operating in BRIC markets for leveraging digital interactivity.
Keywords:
- BRIC (Brazil, Russia, India, China),
- social networking sites,
- SNS user behaviour,
- local culture
Résumé
Cette recherche aborde le problème du manque de recherches comparatives sur la consommation des réseaux sociaux et le comportement des internautes dans les “BRIC” (Brésil-Russie-Inde-Chine). Des données sont recueillies auprès d’individus à l’aide d’une enquête et d’entretiens afin d’identifier les différents types de comportement des internautes, pour développer un modèle de la culture numérique qui montre les effets du contexte culturel sur le contexte sociomatériel, et la manière dont ces facteurs peuvent être employés pour expliquer le comportement des internautes. Les résultats donnent une vision contemporaine qui peut informer les entreprises qui opèrent sur ces marchés afin d’exploiter l’interactivité numérique.
Mots-clés :
- BRIC (Brésil, Russie, Inde, Chine),
- sites de réseautage social (SNS),
- comportement des internautes,
- culture locale
Resumen
Este estudio aborda la falta de investigación comparativa sobre el consumo de sitios de redes sociales (SNS) y el comportamiento de los usuarios de SNS en Brasil, Rusia, India y China. Utilizando una encuesta y entrevistas, se recogen datos de individuos para identificar diferentes tipos de comportamiento de los usuarios de SNS. Desarrollamos un marco de la cultura digital para mostrar los efectos del contexto cultural del BRIC en el contexto sociomaterial, y cómo estos factores pueden utilizarse para explicar el comportamiento de los usuarios de las SNS. Los resultados ofrecen ideas contemporáneas que pueden informar a las empresas que operan en los mercados del BRIC para aprovechar la interactividad digital.
Palabras clave:
- BRIC (Brasil, Rusia, India, China),
- redes sociales,
- comportamiento de los usuarios de las SNS,
- cultura local
Parties annexes
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