Research Information System
HUMAN BEHAVIOR AND EMERGING TECHNOLOGIES, vol.2026, no.1, 2026 (ESCI, Scopus)
The study utilizes the Spearman correlation coefficient to understand the relationship between variables related to social media use and classification based on the Inglehart-Welzel Cultural Map for 2023. Variables such as the percentages of male and female social media users, along with Facebook, Instagram, LinkedIn, and Twitter web traffic, were included in the analysis. To minimize any effects, the arithmetic means of the social media-related data were calculated. The Spearman correlation coefficients revealed strong positive correlations between traditional/secular-rational values and the percentages of male and female social media users. These findings suggest that cultural values significantly influence digital habits and contribute to the gender gap in social media usage. Additionally, the results of linear regression analyses indicated that both Traditional vs. Secular-Rational Values and Survival vs. Self-Expression Values impact social media use among females and males. Notably, the highest R2 value was observed in the relationship between Traditional Aggregates (TradAgg) and the mean percentage of female social media users, underscoring the role of cultural factors in shaping the gender gap in digital engagement.