National Culture Characteristics for Adapting Social Media and Online Reputation Management

The study investigates the effects of national culture on managing social media for firms' brand image and online reputation management using Hall's cultural classification. Two surveys were conducted in 2011 and 2015 for a total of three hundred twenty six companies that, were selected from three national stock markets: the United States, Japan and China. This study employs cross tabulations and Chi-square analysis, and a non-parametric inferential statistical method. Results supported that low context culture group is more responsive and responds more quickly.