What Drives High Penetration Rates of Social Media? A Qualitative Comparative Analysis Across Countries

• Published in: Journal of business and management 2022, Vol.28 (1), p.101-130
• Main Authors: Ahamed, A.F.M. Jalal, Gong, Wen
• Format: Article
• Language: English
• Subjects: cultural dimensions; Knowledge and Innovation Management (KIM); qualitative comparative analysis (QCA); social media penetration; social-economic conditions
• ISSN: 1535-668X; 3049-9062; 1535-668X
• DOI: 10.1504/JBM.2022.141296

Purpose - This study examines the drivers of high social media penetration rates (SMP) across countries by considering the concurrent causation of cultural and socio-economic conditions. Method - Ninety-four countries across continents were analyzed using the set-theoretic configurational approach fuzzy set Qualitative Comparative Analysis (fsQCA 3.0). Findings - The results reveal that adult literacy rate is necessary, and four causal combinations for high social media penetration rates were identified. Limitations - This study uses secondary data at a single point, including only two socioeconomic conditions in the design. Implications - This study is among the first to test and provide evidence of SMP as an outcome of cultural and social-economic conditions using QCA. It contributes to theory by advancing our knowledge of what combination of cultural and social-economic factors would result in high or low SMP. This study provides implications for digital marketers and social media technology designers and suppliers. It provides greater insights into what combination of cultural and social-economic conditions may facilitate or inhibit the adoption of social media platforms. Our findings can also help social media managers in their global targeting initiatives (practical implications). Our study offers insights for social policymakers by identifying multiple paths which enhance social media's penetration as decision-makers increasingly realize its potential and long-term benefits (social implications). Originality - This study is among the first to test and provide evidence of SMP as an outcome of cultural and social-economic conditions using QCA. It identifies four complex antecedent paths that contribute to high SMP, allowing for a more comprehensive explanation of our outcome of interest.