Differences in the Exchange of Contents of Different Countries in Social Network Sites

The global tool social network sites (SNSs) depend on local issues. The paper compares Latvia (LV), Hungary (HU), United Kingdom (UK) and Germany (GER) to identify similarities and differences in the kind of content which is forwarded to private SNSs. The research evaluates if the global tool SNSs depend on local issues e.g. the country of origin of the member. The influence of the cultural background on the intensity to exchange information is explored in the paper. The research has been done via a survey, survey data were analysed with indicators descriptive statistics, ANOVA to test the difference between the countries and correlation analysis to analyse correlation between factors of social capital and the kind of content published in SNSs. Further the paper uses WarpPLS as a method to estimate the influence of the use of SNSs on the exchange of content to investigate results in the analysed countries and SNSs deeper. The tested statement in the paper is that there exist differences in content of SNS and mutuality's between analysed countries. The result of the research is that there are differences in the use of SNS and content of SNS between the analysed countries. It is not possible to transfer communication strategies or marketing strategies which are successful in one country to another country because the differences between the countries are immense. Especially big differences on analysed aspects are between Germany, the UK and the new European Union (EU) member countries - Latvia and Hungary.