The influence of cultures on SNS usage
comparing Mixi in Japan and Facebook in the U.S.

"The purpose of the article by Xue Dou is to explore and identify the cultural influence on people’s social networking sites usage. Using Hofstede’s individualism/collectivism and Hall’s high/low context cultural values, this study examines the content of comments on online communities in Mixi, a social networking site in Japan, and Facebook. A content analysis of comments that appeared on the social networking sites communities of three car brands (Lexus, Cadillac, and BMW) revealed that Mixi users and Facebook users differ in the use of visually oriented information and in the types of comments they wrote." [Information des Anbieters]