Investigating the generation- and gender-dependent differences in social media use: A Cross-Cultural study in Germany, Poland and South Africa

Abstract

In social media research, there is an ongoing debate about whether and how much cultural and geographical differences impact social media interaction. There has not been reached a consensus yet, which is why we apply an extensive statistic model based on a unique and large dataset of German, Polish, and South African social media users. We aim to answer the following questions: How do different generation use social media? Are there any gender-dependent differences? How do these differences vary between three different countries?.