Global Diffusion of Social Media Services

This study examines social media diffusion among different countries that will help to provide a picture of the current global social network services (SNS). Analyzing country-level data drawn from 71 nations, we find that non-technological factors including culture as well as technical factors including Internet penetration and smartphone adoption have a significant influence on social media diffusion. These findings, derived from a broad range of different countries, not only provide practical insights into understanding critical factors that enable a social media firm’s successful global expansion but also help practitioners to plan their market strategies more effectively.