A cross-cultural analysis of the modes and effectiveness of collaborative production of knowledge on Quora

Purpose The purpose of the paper is to investigate how cross-cultural elements such as cultural difference and stereotype are integrated into collaborative modes and actions and to explore their corresponding effectiveness. Design/methodology/approach The sample of the quantitative content analysis is drawn from the posts with the topic of China on Quora. A collaborative case, where two users have a question-and-answer interaction, is taken as the unit of analysis. The effectiveness of collaboration is operationalized as the extent to which a collaboratively produced answer is visited and favorably reviewed, using the feedback index (the number of upvotes*1,000/views). One of the sampled collaborative cases is further analyzed qualitatively to see how cultural differences, stereotypes and other factors are incorporated into users' interaction. Findings This content analysis reveals nine modes of collaborative production of knowledge on Quora: initial questioning, pointed answering, raising doubts, responding to others, agreeing with others, correcting mistakes, enriching content, further questioning and extending issues. Diversity of the cross-cultural acts of collaborative production, particularly two of often-used collaborative actions, correcting stereotypes and supplementing cultural differences, helps to enhance overall collaborative effectiveness. Practical implications This paper offers new perspectives and ideas for strategies to change socially problematic stereotypes, e.g. to correct stereotypes where necessary and use more convincing resources such as reliable images as collaborative actions to bridge cultural differences. It also calls on social Q&A website developers to create more international users-friendly design by providing various channels for users with diverse cultural backgrounds to interact with each other. Originality/value This study is one of the first to investigate online collaborative knowledge production within a broader cross-cultural context. Specifically, cultural factors and cross-cultural collaborative actions have been innovatively integrated into this research, enriching the dimensions that can be used for collaboration classification. It is helpful for users from different countries to actively adopting different strategies to overcome cultural differences, preconceptions and other negative factors that are not conducive to communication and knowledge acquisition.