Culture shapes people's behavior, both online and offline. Surprisingly, there is sparse research on how cultural context affects network formation and content consumption on social media. We analyzed the friendship networks and dyadic relations between content producers and consumers across 73 countries through a cultural lens in a closed-network setting. Closed networks allow for intimate bonds and self-expression, providing a natural setting to study cultural differences in behavior. We studied three theoretical frameworks of culture - individualism, relational mobility, and tightness. We found that friendship networks formed across different cultures differ in egocentricity, meaning the connectedness between a user's friends. Individualism, mobility, and looseness also significantly negatively impact how tie strength affects content consumption. Our findings show how culture affects social media behavior, and we outline how researchers can incorporate this in their work. Our work has implications for content recommendations and can improve content engagement.

翻译：文化塑造了人们在线和离线行为。令人惊讶的是，关于文化背景如何影响社交网络中的网络形成和内容消费的研究却很少。我们通过文化视角，在封闭网络环境中分析了73个国家中内容生产者与消费者之间的友谊网络和二元关系。封闭网络允许亲密关系和自我表达，为研究行为中的文化差异提供了自然场景。我们研究了三种文化理论框架——个人主义、关系流动性和社会紧密性。我们发现，不同文化中形成的友谊网络在自我中心性（即用户朋友之间的连接程度）上存在差异。个人主义、关系流动性和社会松散度也显著负向影响关系强度对内容消费的作用。我们的研究展示了文化如何影响社交媒体行为，并概述了研究者如何将此纳入其工作。我们的工作对内容推荐具有启示意义，并可提升内容参与度。