The influence of self-construal and materialism on social media intensity: a study of China and the United States

This study investigated the potential influence of self-construal and materialism on intensity of usage for three social media platforms: social networking sites (SNSs), microblogging sites (MBSs), and video sharing sites (VSSs). Data were collected from China and the United States - two countries with the highest advertising expenditures and Internet populations. Drawing from the social comparison theory (SCT) and the framework of independent and interdependent self-construal, results of the hierarchical multiple regressions indicated that both independent and interdependent self-construal were positively related to SNS intensity among Chinese and American users. However, interdependent self-construal had a significant, negative relationship with the intensity of MBS use among users in the two countries. Materialism was found to positively relate to SNS intensity, MBS intensity, and VSS intensity among Chinese and American users. These results provide evidence that self-construal and materialism contribute to social media use independent of nationality. Theoretical and managerial implications for international advertising strategies are discussed.