Technology Generation and Media Usage in B-2-B Communication: A Cross-Cultural View

  • Martina ZiefleEmail author
  • Vanessa Cabral
  • Judith Leckebusch
  • Toni Drescher
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9193)


In this work culture-specific and cross-cultural influences on frequency of use of media and trust in media for B-2-B communication purposes were explored, taking Brazil and Germany as exemplary countries. Using an online survey, 236 respondents from Brazil and Germany were examined regarding their professional media usage. Findings show both culture-specific as well as cultural insensitive media usage in B-2-B communication. Brazilians use new media more frequently than Germans. However, it was also revealed that cross-cultural variables as age, gender and technical self-efficacy influence even more significantly the frequency of use of media. Furthermore, trust in media for B-2-B communication showed to positively correlated with the frequency of use of media in both countries.


Business-to-business B-2-B New media Social media Culture Age 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  • Martina Ziefle
    • 1
    Email author
  • Vanessa Cabral
    • 2
  • Judith Leckebusch
    • 1
  • Toni Drescher
    • 3
  1. 1.Human-Computer Interaction CenterAachenGermany
  2. 2.KEX Knowledge Exchange AGAachenGermany
  3. 3.Fraunhofer Institute for Production TechnologyAachenGermany

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