Cultural differences: draw or barrier? - Optimizing engagement in multinational online communities

Manila Austin

This presentation summarizes research findings on cultural differences across Communispacerun multinational online communities, and extends previous research by exploring how members of multinational communities engage in specific research activity types, how online community members choose to frame their interactions when they do engage, and what kinds of language members use to express emotion.

Cultural differences: draw or barrier? – Optimizing engagement in multinational online communities

Manila AustinCommunispace Corporation, United States

INTRODUCTION

Participation in social media has grown exponentially to become the norm, not the exception. Internet usage exceeded six billion in 2009, and social network and online community audiences have grown to increasingly encompass the general population. A recent Neilson study states that “member community” sites have come to eclipse e-mail in global reach (Buchwalter, 2009), and as internet penetration reaches 60% or more (as it has in many countries) online research will become even more acceptable (Comley, 2007) than it is...

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