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Studies of social networking have focused primarily on its benefits. In this paper, we examine a potential negative outcome from social networking, cronyism. Although cronyism has been reported frequently in the media, it has not been analyzed systematically in academic literature. We present cronyism as an ethical construct that exhibits different characteristics across cultures, and advance propositions on its characteristics in individualist versus collectivist cultures. In addition, we examine the likelihood of cronyism in combinations of individualism-collectivism, verticalness-horizontalness, and type of social.
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