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Day after day, location based social networking (LBSN) services are becoming increasingly more popular and rapidly adopted on a global scale by attracting millions of users. Many of LBSN users have integrated these services into their daily practices. Furthermore, mobile LBSN adoption and use differs greatly across national contexts and the impact of cultural factors on the LBSN use is considered as an interesting issue to be addressed. Therefore, this research in progress proposes a new concept model for mobile LBSN adoption and usage that is based on three models: Triandis’s Model, the Technology Acceptance Model (TAM), and Hofstede’s cultural model. This proposed research model explores the structural relationships among mobile LBSN actual usage on mobile phones and the LBSN enablers: perceived enjoyment, facilitating conditions, and social factors. Further, the relationships between the proposed research model’ constructs are moderated by Hofstede’s cultural dimensions. It also discusses how this research model will be tested across two different cultures (Western vs. Non Western) in different nations (Tunisia, Morocco, Kuwait, and Italy). It is expected that this comparative study will contribute to efforts of identifying the role of contextual cultural factors in macro-level LBSN adoption and diffusion on mobile phones and will have potential benefits to advance research and practice of social networking services (SNSs) and LBS.

CROSS-CULTURAL COMPARISON BETWEEN ARABIC AND WESTERN COUNTRIES IN LOCATION-BASED SOCIAL NETWORKING USAGE ON MOBILE PHONES: THE CASE OF FACEBOOK