It's definitely cultural, I'm in the UK and I hug my friends when I'm saying hello or goodbye, but kissing on the cheek feels like something that old women do
I'm also from the UK, and I do enjoy a hug, but some of my friends really don't like them. If I'm hugging a woman, and they lean their cheek into me, then I will give them a kiss on it. However, it can have some very awkward and funny moments.
In Serbia, man hug other man friends, and then man kiss to cheek woman friends.
Sometimes man kiss man on the cheek but its mostly considered a joke.
There is also religious 3 times to the cheek, I am gonna ignore that since everybody do it. That kiss is almost non existent tho, its more of a gesture.
