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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:  11 - Can you please list a few things that you typically do on Facebook?  Cultural/Social aspects - Do you have any friends on Facebook who are of a different ethnicity (or nationality) than you? Do you feel anything different about the way they use Facebook?? - Do you think your cultural background affects your motivation or pattern of using Facebook? - Do you belong to any kind of social group on Facebook? Why did you join the group? What do you do as a member of the group? Data Analysis This study comprised a qualitative interview study, designed to explore the motivations and behavioral patterns of consumers using Facebook across cultures. A grounded theory approach was used based on Strauss and Corbin‘s (2008) guidelines for coding and analyzing qualitative data. With 21 interviews, about 170 pages of interview transcripts were collected. While reading the transcripts, the data for any mention of motivational, behavioral, and related emergent themes was codded, and the contextual factors associated with these issues was also noted. Once an initial coding of the data was obtained, categories that subsumed the initial codes were created. These categories (concepts) were then grouped under larger categories (themes). The next step entailed delimitation of these categories by discovering relationships between them. These categories and relationships were developed into theoretical constructs and again checked against the data to measure their scope and generalizability. In the coding process, the transcripts of Korean participants and American participants were separately coded in order to examine cross- cultural differences and then the relationship between them was examined after the initial coding. RESULTS As is common in a grounded theory approach to data analysis, the first round of analysis involved open-coding. Through the initial coding, 22 motivation categories (10 from American participants and 12 from Korean participants) and17 usage patterns categories (9 from

Authors: Yoo, Jinnie.
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background image
 
11 
 
- Can you please list a few things that you typically do on Facebook? 
 
 Cultural/Social aspects 
- Do you have any friends on Facebook who are of a different ethnicity (or nationality) than you? Do 
you feel anything different about the way they use Facebook??  
- Do you think your cultural background affects your motivation or pattern of using Facebook? 
- Do you belong to any kind of social group on Facebook? Why did you join the group? What do you 
do as a member of the group?  
 
Data Analysis 
This study comprised a qualitative interview study, designed to explore the motivations and 
behavioral patterns of consumers using Facebook across cultures. A grounded theory approach 
was used based on Strauss and Corbin‘s (2008) guidelines for coding and analyzing qualitative 
data. With 21 interviews, about 170 pages of interview transcripts were collected. While reading 
the transcripts, the data for any mention of motivational, behavioral, and related emergent themes 
was codded, and the contextual factors associated with these issues was also noted. Once an 
initial coding of the data was obtained, categories that subsumed the initial codes were created. 
These categories (concepts) were then grouped under larger categories (themes). The next step 
entailed delimitation of these categories by discovering relationships between them. These 
categories and relationships were developed into theoretical constructs and again checked against 
the data to measure their scope and generalizability. In the coding process, the transcripts of 
Korean participants and American participants were separately coded in order to examine cross-
cultural differences and then the relationship between them was examined after the initial coding. 
RESULTS 
As is common in a grounded theory approach to data analysis, the first round of analysis 
involved open-coding. Through the initial coding, 22 motivation categories (10 from American 
participants and 12 from Korean participants) and17 usage patterns categories (9 from 


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