Exploring The Effect Of Individual-level Cultural Values On B2B Practitioners' Perceived Benefits Of LinkedIn Use

This study collected data from a survey of 111 Chinese and 125 Mexican B2B practitioners with active LinkedIn accounts.The survey individually measured respondents' levels of cultural values(individualism vs.collectivism,long-term orientation,and indulgence),their perceived benefits of LinkedIn use and intensity of use.Remuneration,hedonic and convenience related benefits were all found to have large agreement percentages for both countries' respondents.The relationship between Remuneration benefits and Intensity of LinkedIn use was found to be possibly moderated by Long-term orientation on the Chinese sample and Individualism vs.Collectivism on the Mexican sample.Finally,individual-level cultural variables were tested as antecedents of perceived benefits of LinkedIn.Results showed a significant effect of long-term orientation and indulgence on remuneration benefits for both samples,while indulgence was also found to have a significant effect on perceived hedonic benefits for the Chinese sample.Furthermore,the results may help to have a better understanding of B2B practitioners' motivations to use professional social media such as LinkedIn,their practices and how those practices are influenced by cultural values.