The relationship between the national culture, Facebook use and smartphone use of students in Serbia

Rajković Jelena and Janković Branka and Nikolić Milan and Terek Edit (2020) The relationship between the national culture, Facebook use and smartphone use of students in Serbia. Logisztika - Informatika - Menedzsment, 5 (1). pp. 13-23. ISSN 2498-9037

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Abstract

The paper presents the results of research into the influence of the GLOBE national culture dimensions on Facebook and smartphone use items for students in Serbia. The moderating effect of the four variables; the res- pondents’ gender, year of study, success in studies and the possession of finance to open up one’s own company was examined on the observed relationships. The survey was conducted by means of a student survey at seven faculties. 488 valid questionnaires were collected. The main conclusions of the research are: 1. The impact of the dimensions of national culture on the observed Facebook and smartphone use items is not strongly expressed, and occurs as statistically significant in individual cases. For example, the dimension of uncertainty avoidance statistically significantly and positively affects the items of frequency of Facebook usage and daily time use, but can also be expressed by avoiding uploading images on Facebook. The number of groups item is under the influence of two dimensions: power distance and humane orientation. Total daily smartphone usage is influ- enced by two dimensions: collectivism 1 (collective) and collectivism 2 (in group). The dimensions of future oriented and performance orientation slightly negatively affect certain individual items. 2. The most significant impact is achieved by the dimension collectivism 2 (in group), while the items under the greatest influence of the dimensions of national culture are number of groups, total daily smartphone usage and use of smartphones to access Facebook. 3. None of the four analyzed moderators showed a strong moderating effect on the observed relationships.