Cross-cultural uses and gratifications of social media: analysing health information sharing among Saudis and Australians

Abstract

This study examined cross-cultural differences in social media use and health information sharing between Saudi Arabian and Australian users, revealing how cultural values profoundly shape digital behaviours in ways current theories fail to capture. The research addressed significant gaps in the Uses and Gratifications Theory (UGT) that inadequately account for cultural influences on digital behaviours, particularly overlooking religious motivations, collective decision-making, and community obligations characteristic of non-Western societies. The research investigated: What are the differences in social media usage patterns between Saudi and Australian users? How do these users differ in their motivations and gratifications for social media use? How do they differ in health-information-sharing behaviours on social media?

A mixed-methods convergent design combined quantitative surveys (n=1,153; 477 Saudi, 676 Australian participants) with qualitative semi-structured interviews (n=24; 12 from each country). Survey instruments were culturally adapted and translated into Arabic. Quantitative analysis employed descriptive statistics, chi-square tests, and independent samples t-tests. Qualitative data underwent deductive thematic analysis using three predefined themes: social media usage patterns, uses and gratifications of social media, and uses and gratifications of health information sharing.

Findings revealed profound cross-cultural differences that challenge universalist assumptions in digital media theory. Saudi participants demonstrated significantly higher usage intensity (79.9% using 3+ hours daily versus 37.4% of Australians) and distinct platform preferences, strongly favouring WhatsApp (80.1%), Twitter/X (52.2%), and Snapchat (64.2%), while Australians preferred Facebook/Meta (76.5%) and YouTube (57.8%). Saudi participants rated information seeking (M=4.30 vs 3.56, d=0.79), social interaction (M=3.67 vs 3.02, d=0.65), and professional networking (M=3.73 vs 2.71, d=0.82) substantially higher than Australians as their motives for usage. Health information sharing behaviours revealed marked cultural variations: Saudi participants shared more frequently with significantly stronger altruistic motivations (M=3.75 vs 3.39, p<0.001), framing sharing through religious duty and community responsibility. Australian participants exhibited cautious approaches, emphasising their desire for personal verification of advice and scepticism about social media health information.

This research extends UGT by developing a Culturally Informed Uses and Gratifications Theory incorporating collective motivations, religious frameworks, and structural constraints overlooked in traditional applications. The study challenges technological determinism by demonstrating how cultural values fundamentally influence platform selection and information sharing behaviours. For future research practice, , these findings will provide evidence-based guidance for culturally sensitive health communication strategies, demonstrating that effective cross-cultural digital engagement requires cultural adaptation rather than standardised approaches across diverse global contexts.

Date of Thesis submission	2025
Original language	English
Awarding Institution	Western Sydney University
Supervisor	Hart Cohen (Supervisor), Ray Archee (Supervisor) & Myra Gurney (Supervisor)