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A Qualitative Analysis of How and Why People Use Social Network Sites: A Cross-Cultural Comparison of Korea and the U.S.
Unformatted Document Text:  10 was that the cultural background of a specific ethnic group (i.e., Latin American, African American, and so on) can bias the results. Respondents were solicited through means of personal contact in the first instance; however, snowballing was also used to expand the sample and generate additional contacts. All of the Korean participants were international students attending UT and had lived in the U.S. less than 4 years. The interviews with Korean participants were conducted in Korean and direct quotes from Korean respondents were translated into English because, although they spoke English, they felt much more comfortable using Korean so as to be able to provide more elaborate and in-depth answers. Additionally, all seven participants were active Facebook users who have been using Facebook for at least one year. Interviews Semi-structured interviews were conducted. The first wave of interviews was conducted from September to November in 2010 with 8 participants (4 Koreans and 4 Americans). Based on preliminary analysis of the interview data, additional sampling was carried out. An additional 13 interviews were completed by March 2011. Each interview lasted 40 to 60 minutes and was audiotaped. An interview protocol included sets of open-ended questions on two topics: motivations and general usage patterns and cultural/social aspects. The interview questions were modified several times as the interviews proceeded. Below are examples of the questions.  Motivations & Usage patterns - When did you begin to use Facebook and why? How do you feel about Facebook in general? - When do you usually feel like using Facebook? - What is your main purpose for using Facebook? What is the most important reason for you to use Facebook? - What do you usually do when you are on Facebook?

Authors: Yoo, Jinnie.
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10 
 
was that the cultural background of a specific ethnic group (i.e., Latin American, African 
American, and so on) can bias the results. Respondents were solicited through means of personal 
contact in the first instance; however, snowballing was also used to expand the sample and 
generate additional contacts.  
All of the Korean participants were international students attending UT and had lived in the 
U.S. less than 4 years. The interviews with Korean participants were conducted in Korean and 
direct quotes from Korean respondents were translated into English because, although they spoke 
English, they felt much more comfortable using Korean so as to be able to provide more 
elaborate and in-depth answers. Additionally, all seven participants were active Facebook users 
who have been using Facebook for at least one year.  
 
Interviews 
Semi-structured interviews were conducted. The first wave of interviews was conducted 
from September to November in 2010 with 8 participants (4 Koreans and 4 Americans). Based 
on preliminary analysis of the interview data, additional sampling was carried out. An additional 
13 interviews were completed by March 2011. Each interview lasted 40 to 60 minutes and was 
audiotaped. An interview protocol included sets of open-ended questions on two topics: 
motivations and general usage patterns and cultural/social aspects. The interview questions were 
modified several times as the interviews proceeded. Below are examples of the questions.  
 
 Motivations & Usage patterns 
- When did you begin to use Facebook and why? How do you feel about Facebook in general? 
- When do you usually feel like using Facebook?  
- What is your main purpose for using Facebook? What is the most important reason for you to use 
Facebook? 
- What do you usually do when you are on Facebook?  


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