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The impact of social media on consumers' acculturation and purchase intentions

Kizgin, Hatice, Jamal, Ahmad ORCID:, Dey, Bidit Lal and Rana, Nripendra P. 2018. The impact of social media on consumers' acculturation and purchase intentions. Information Systems Frontiers 20 (3) , pp. 503-514. 10.1007/s10796-017-9817-4

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Social media has emerged as a significant and effective means of assisting and endorsing activities and communications among peers, consumers and organizations that outdo the restrictions of time and space. While the previous studies acknowledge the role of agents of culture change, it largely remains silent on the role of social media in influencing acculturation outcomes and consumption choices. This study uses self-administered questionnaire to collect data from 514 Turkish-Dutch respondents and examines how their use of social media affects their acculturation and consumption choices. This research makes a significant contribution to consumer acculturation research by showing that social media is a vital means of culture change and a driver of acculturation strategies and consumption choices. This study is the first to investigate the role of social media as an agent of culture change in terms of how it impacts acculturation and consumption. The paper discusses implications for theory development and for practice.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Additional Information: This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license
Publisher: Springer Verlag (Germany)
ISSN: 1387-3326
Date of First Compliant Deposit: 31 January 2018
Date of Acceptance: 15 December 2017
Last Modified: 04 May 2023 13:43

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