What causes users to switch from a local to a global social network site? The cultural, social, economic, and motivational factors of Facebook’s globalization

• Investigates causes of transition from a local to a global SNS (Facebook).
• Entertainment motives and the mobile services accelerated transition to Facebook.
• Different culture and sunk costs were barriers to switch to Facebook.
• Emotional support and cultural homogeneity approach is necessary for local SNSs to compete with Facebook.

This study investigates what causes local users to switch or not to switch from a domestic to a global social network site (SNS), Facebook. In the prediction model using cultural, social, economic factors, and motives for using SNS, we found in S. Korean users that, along with entertainment motives, the expected benefit of a new global SNS was a positive predictor of transition to Facebook. The western cultural values of a global SNS and the sunk costs of using a local SNS were negative predictors of the intention to use Facebook as the main platform of online social networking. Given that global SNSs force anti-localization policies related to privacy protocols and relationship styles, the results highlight the fact that cultural values are a critical factor for resisting globalization of SNSs.