Cross-Cultural Social Media Marketing: Bridging Across Cultural Differences by Emi Moriuchi

Author:Emi Moriuchi
Language: eng
Format: epub
Publisher: Emerald Publishing Limited
Published: 2021-04-27T16:00:00+00:00

Scandinavia

Among the Scandinavian countries, Iceland has the biggest social media penetration (82%), followed by Faroe Islands (78%), Sweden (73%), Denmark (71%), Norway (69%), and lastly Finland (58%). In the Nordic countries, Facebook and YouTube are the most popular social media platforms. Instagram are more popular in Sweden and Norway than it is in Denmark and Finland. WhatsApp is a popular app in Finland when compared to other Nordic countries. Norway has more users of Snapchat whereas Denmark has the highest LinkedIn users among the Nordic countries.

According to Audience Project (2019, 2020), Pinterest is used more by women than men. This usage pattern is similar to the United States. Instagram is also a popular social networking site for women than for men. However, when it comes to YouTube, LinkedIn, and Twitter, there are reportedly a few more men than women users. Social media is currently used more among users aged 15–25, wither a far larger share of younger individuals using Instagram and Snapchat. TikTok was reportedly the most downloaded social app in the Google Play Store in Sweden (Tankovska, 2020). Popular messaging apps among the Nordic countries include Facebook Messenger, WhatsApp, and iMessage (O’Dea, 2020).

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