How cultural differences affect behavior on social media

Research published in the International Journal of Internet Marketing and Advertising has looked at how cultural differences affect behavior on social media. Myron Guftométros and João Guerreiro Instituto Universitário de Lisboa, in Lisbon, Portugal, focused on what is perhaps the most well-known and well-populated online social network, Facebook. They used an organic approach to assimilate data from 6750 posts from 225 different Facebook brand pages across fifteen different countries.