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This dissertation investigates the cultivation effect of Facebook use on ethnic diversity perceptions and attitudes as well as on attitudes towards brand names and brands. Based on cultivation theory, social network sites research related to Facebook, and the scholarly work on ethnic diversity and brand attitudes, a research model predicting perceptions (i.e. first-order cultivation effects) and attitudes (i.e., second-order cultivation effects) by Facebook use is developed. More specifically, Facebook use is hypothesized to increase the perceived prevalence of ethnic diversity and attitudes towards ethnic minorities and to decrease ethnocentrism. Besides, it is assumed that Facebook use decreases attitudes towards local brand names and brands and increases attitudes towards global brand names and brands, respectively. The content-related ethnic diversity on Facebook is assessed and the hypotheses are tested via the classical bipartite cultivation research approach consisting of a content analysis and the empirical investigation of the effect of Facebook use on the dependent variables.
The findings of the content analysis of 50 Facebook profiles (Study 1) reveal that ethnic diversity is more prevalent on Facebook than in the real world. Based on a sample of 476 Facebook users, the subsequent cross-sectional survey (Study 2) provides empirical support for the first-order cultivation effect of Facebook use on the perceived prevalence of ethnic diversity, that is, the perceived societal ethnic diversity as well as the perceived number of ethnic minority friends and colleagues. The following experimental investigation (Study 3) with 75 participants tests second-order cultivation effects of Facebook use and finds a negative cultivation effect on the attitude towards local brand names. Furthermore, it corroborates the first-order cultivation effects proved by Study 2. The follow-up experiment (Study 4) with 61 subjects demonstrates a marginally significant, negative second-order cultivation effect on the attitude towards global brands and further confirms the first-order cultivation effects on the perceived number of ethnic minority friends and colleagues. The results are discussed, theoretical contributions to extant literature are illustrated, socio-ethical and marketing implications are derived, and limitations and respective avenues for future research are presented.