The intersection of cultural dimensions, social media usage and consumer purchase intention
Andrėja Juršė
Vilnius University, Lithuania
Aistė Makackaitė
Vilnius University, Lithuania
Gabija Jakutytė
Vilnius University, Lithuania
Laura Kievišienė
Vilnius University, Lithuania
Published 2019-12-05


social media
cultural dimensions
consumer purchase intention
consumer behaviour

How to Cite

Juršė A., Makackaitė A., Jakutytė G. and Kievišienė L. (2019) “The intersection of cultural dimensions, social media usage and consumer purchase intention”, Vilnius University Open Series, (2), pp. 34-41. doi: 10.15388/OpenSeries.2019.18401.


The role of social media in today’s life is almost imperative. Social media platforms, such as Facebook, Instagram or Youtube are widely used all over the world. Above all, social media has become a global phenomenon, which has dramatically changed the concept of cross-cultural communication not only between individuals, but also brands and consumers. Varieties of social media platforms provide a new channel to acquire information through peer communication, thus influencing consumer purchase intention. Although diverse cultures have different cultural backgrounds, they affect the acceptance of social media usage. In order to broaden the understanding of this rapidly changing field, this paper provides a framework, based on Hofstede’s dimensions and Technology Acceptance model, for examining the intersection of cultural differences, social media usage and consumer behaviour to set the agenda for future research.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.