Cross-cultural analysis in online community research: A literature review

Cross-cultural online community research can support theoretical generalizability, increase methodological robustness and give insights into user online behavior. The objective of this paper is to review the existing literature on comparative cross-cultural online community research in order to investigate the current state of the literature, extract conceptual patterns and identify methodological and emergent issues. This will inform the development of the field, map out research delimiters, and set out guidelines for future research. The findings from the literature review demonstrated five key areas of methodological difficulty in cross-cultural online community comparative analysis; sampling form, country selection, number of cultures compared, participant type and interpretation of data. Key themes that emerged from the literature included the use of the nation state as a unit of culture, a lack of definition of the concept of online community, and the impact of current theory on cross-cultural online community analyses. Recommendations in the areas of methodology, definition and theory are provided. These findings should be of interest to both specific online community researchers, and those in other multidisciplinary fields where online communities are being used as a research environment. (C) 2012 Elsevier Ltd. All rights reserved.