Exploring Cultural Dynamics In Global Network Marketing – This article is part of a research topic.
Introduction: In recent years, with the popularity of many social media platforms in the world, the role of “virtual social networking platforms” in the field of intercultural communication has become increasingly important. Scholars in psychology and neuroscience and disciplines are drawn to research on the motivations, mechanisms, and effects of social media communication across cultures.
Exploring Cultural Dynamics In Global Network Marketing
Methods and Analysis: This paper collects a set of keywords in “cultural psychology”, “cross-cultural communication”, “neuroscience” and “social media” from the Network of Science database and analyzes the literature hotspots in a word cloud.
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Results: Based on our inclusion criteria, 85 relevant studies were extracted from a database of 842 papers. There were 44 articles on cross-cultural communication in social media, of which 26 were from a psychology perspective and five from a neuroscience perspective. There are 27 articles that focus on the integration of psychology and neuroscience, but only a few are related to cross-cultural communication in social media.
Conclusion: Scholars have mostly separately studied the causes and consequences of cultural communication in social media from the perspectives of cultural psychology and neuroscience. The keywords “culture” and “social media” generate more links in the hotmap, and a large number of cultural psychology and neuroscience keywords also accumulate in the hotmap, reflecting the trend of integration into academic research. Although cultural characteristics have changed with the development of new media and virtual communities, more research is needed to integrate the disciplines of culture, psychology, and neuroscience.
Intercultural communication refers to communication and interaction between different cultures, which includes the dissemination of information and interpersonal communication, as well as the flow, sharing, infiltration and transmission of different cultural elements in the world (Carey, 2009; Del Giudice et al., 2016). ). With more than half of the world’s population using social media such as Facebook, Twitter, and WeChat, communication across cultures has become smoother and more frequent (Boamah, 2018; Chin et al., 2021). Subsequently, cultural exchanges, clashes, conflicts, and integration between different nationalities, races, and countries became evident on these platforms, and articles by researchers from different disciplines increased (Papa et al., 2020). In traditional cross-cultural research, experts often divide different cultures according to their boundaries, such as countries, races, languages, etc. However, with the development of digitalization, new cultural relations have been formed both within and across geopolitical boundaries, and new understandings and theories are needed to explain the motivation, process, and outcomes of intercultural communications in the digital age (Chin et al. ., 2020). Research in this area is a developing field and scholars are learning from different perspectives (Xu et al., 2016; Santoro et al., 2021). Cultural psychology and neuroscience are two major underlying theories, and they show a tendency toward integration, such as cultural neuroscience and cultural neuropsychology. In this case, it is important to highlight important advances in the field and identify potential research gaps to provide potential directions for further research. This review aims to review cross-cultural communication research from the perspectives of cultural psychology and neuroscience and identify integrated trends and potential directions.
We used the Web of Science (WoS) database to select relevant articles published between January 2010 and December 2021. The following inclusion criteria were used:
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1. Document types should be articles, not proceedings or book reviews. and articles must be included in the Web of Science Core collection.
2. When searching for articles, the topic should contain at least two keywords: “cultural psychology”, “neuroscience”, “social media”.
4. This research should explore the integration of cultural psychology and neuroscience or examine cultural issues in social media from a cultural psychology or neuroscience perspective. Content can be cultural conflict and integration across social platforms, explaining cultural conflict and integration across social platforms, or the integration of neuroscience and cultural psychology.
Based on the above inclusion criteria, 85 relevant studies were retrieved, analyzed and evaluated. These documents were identified according to the procedure illustrated in Figure 1. The following combinations of keywords were used: (cultural psychology and social media), (neuroscience and social media), (cultural psychology and neuroscience), [social media AND (cross-cultural communication or cultural conflict or cultural integration)], and (neuroscience, cultural psychology and cross-cultural). The number of studies was further reduced by limiting the document type and time range. Accordingly, we obtained an initial pool of 544 articles. To ensure the relevance of the literature in the initial pool, we reviewed the titles and abstracts of these articles. Articles with a purely neuroscience and information technology focus were excluded, and 72 articles were retained. We selected 65 articles after full-text review. For the majority of papers excluded from the initial group, cultural issues of social media were not the main topic, but digital media or culture itself. The most typical example of irrelevant articles was that culture or cultural psychology was only briefly mentioned in the abstracts. In addition, 20 additional relevant articles were identified through full text review of citations and first author searches. Using the above steps, 85 articles were selected for literature review.
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Here, frequency refers to the percentage of occurrences of an item in the total number of studies. The keywords ‘acculturation’, ‘cultural evolution’ are often found together with ‘social media’, ‘culture’ and ‘neuroscience’. This is to be expected because psychologists and economists have long known that human decision-making is influenced by the behavior of others and that public information can improve acculturation and lead to cultural evolution. The popularity of social media clearly allows public information to be widely disseminated, which has led to an increase in cross-cultural communication studies of social media. In the past decade, the relationship between cultural issues and social media research has grown. This is reflected in the knowledge graph (Figure 2). The keywords “culture” and “social media” generate numerous connections with “social media” and “mass media” shown in blue node groups and white node groups. “Social media” and “cultural globalization”, “biculturalism”, “acculturation” also form a convergence of nodes. The integration of neuroscience and cultural psychology is also represented in Figure 2 as an orange node cluster. These integration trends can also be verified in the time dimension. Over time, the frequency of keywords changed from a single component of “social media” or “culture” to multiple components of “social media,” “culture,” “acculturation,” “neuroscience,” “cultural evolution.” The frequency of all keywords is represented through the entire word cloud.
We identified three distinct research themes from the 85 selected articles: intercultural communication on social platforms, the explanation and integration of cultural conflict on social platforms, and the integration of neuroscience and cultural psychology. Existing literature has analyzed and studied the interaction of intercultural consumers, enterprises and countries in social media. For example, some scholars have found that social media play an important role in the negotiation and management of transient migrants’ identities related to home and host culture during the acculturation process (Cleveland, 2016; Yau et al., 2019). Immigrants’ use of social media also promotes cultural identity and creativity (Hu et al., 2020). In addition to discussing existing phenomena, many articles discuss the reasons for the cultural transmission of social media. A new research field, cultural neuroscience, points to the integration of neuroscience and cultural psychology. These issues are discussed in the following chapters.
There were 44 articles on social media on cultural communication, which accounted for 51.76% of the 85 selected papers. These included 26 studies on cultural communication in social media from a psychology perspective, five articles from a neuroscience perspective, four articles on enterprises using social media for cultural operations, and nine articles on how governments use social media. Intercultural communication. Although there are 27 articles that discuss the trend toward the integration of psychology and neuroscience, few use integrated methods to analyze cross-cultural communication behavior.
Researchers in cultural psychology have focused on why information is shared. Some researchers have divided the causes into individual and network levels (Wang et al., 2021). Studies have investigated information sharing in a specific domain, such as health information and news dissemination (Hodgson, 2018; Li et al., 2018; Wang and Chin, 2020). Cultural psychology provides a rich explanation of the factors that influence cross-cultural communication. Cultural background affects the cultural communication process, such as self-construal, which the host country can change (Huang and Park, 2013; Thomas et al., 2019). This can affect communication behaviors such as people’s intention to use social media applications, attitudes toward social capital, social media commerce, and sharing behavior itself (Chu and Choi, 2010; Han and Kim, 2018; Li et al., 2018).
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Factors other than culture cannot be ignored: public broadcasting firms and fans facilitate communication, controversial comments can attract more attention, the sociality of the social media capsule expands the scope of news communication, and news coverage has changed (Meza and Park, 2014). Jin and Yoon, 2016; Hodgson, 2018). Demographic factors like
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