Using content analysis in social networking to gain cultural insights
by Ryall Carroll; Carleen Ramlochansingh; Luke Kachersky
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 7, No. 4, 2012

Abstract: In recent years social networking has become very popular and is a growing phenomenon that is becoming a larger part of people's lives. One of the emerging results of this increased interest in social networking sites is that advertisers are moving from more traditional marketing relationships with consumers to more interactive-based relationships. The following research first develops and executes a systematic content analysis research technique for studying social networking sites. Secondly, this research investigates the extent to which an individual's culture is evident in their social networking profiles. The insight gained contributes to the understanding of both the social and the cultural norms that people adopt on social networking sites. This understanding is important to marketers and advertisers, since consumers respond to advertising messages that are congruent with their culture, rewarding advertisers who understand their culture and who tailor ads to reflect their values. The results also validate social networking sites as valid formats to conduct research.

Online publication date: Thu, 04-Sep-2014

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