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1. Introduction
Almost all online users, especially young people, are gathered within several of the social networking sites (SNS), especially on Facebook. Most recent statistics claim that more than a billion active users around the world spend their time on Facebook. The immense popularity makes this site the single greatest traffic generator among the SNS. Statistics presented by
Those facts prove that Facebook has become a site where people share and post everything, mainly pertinent to their lives. Numerous studies show that SNS usage has given birth to a new fashion: people share intimate and private information publicly (Whitty and Joinson, 2009).
Online behaviour has been studied by social scientist since the development of computer-mediated communication (CMC) and SNS (Turkle, 1995; Whitty and Joinson, 2009). However, few studies investigate the differences in online behaviour between cultures, especially regarding psychological factors and motives for using SNS. Even cross-cultural studies related to SNS behaviour mostly cover differences in online behaviours between users in the USA (Hargittai, 2008), Western Europe (Vasalou et al., 2010) and Eastern Asia (Ardichvili et al., 2006; Gretzel et al., 2008), whereas Indonesians and Poles also have specific characteristics regarding their respective histories and cultures, as well as their own prominent patterns of online behaviours.
According to the report of Socialbakers (2013), the number of Facebook users in Indonesia is ranked first in Southeast Asia. This amount follows the user count in only the USA, India and Brazil. Based on same data, Poland has reached > 10 million users, which makes Poland the seventh biggest Facebook participant in Europe after UK, Turkey, France, Germany, Italy and Spain. Therefore, Poland is considered to be the largest Facebook user in Central and Eastern Europe.
The Polish share a rather individualist type of culture (Hofstede, 2014b), though the effect of the bygone Communist regime, superseded 25 years ago, has left a unique characteristic on this individualist culture, distinguishing Poland among other Western-type societies (Boski, 2006). On the other side of the spectrum, Indonesians are considered to be the most collectivist culture in Southeast Asia, even moreso than China and India (Hofstede,...