Culture influence on information diffusion in online communities: A conceptual model

The paper outlines the role of culture as a contributing and critical factor in the development of information diffusion when it occurs within online communities (OCs). We argue that cultural variability influences the decision making process to diffuse information or not. The paper proposes a conceptual model that identifies the relevant dimensions of culture as portrayed in the intercultural literature and their influence on information diffusion. We suggest a conceptual model to deal with this gap in knowledge and propose testing the model in the online Chinese book market in PRC.