The impact of social media on consumer acculturation: challenges, opportunities, and agenda for research and practice

Kizgin, Hatice, Dey, Bidit L., Dwivedi, Yogesh K., Hughes, Laurie, Jamal, Ahmad ORCID: https://orcid.org/0000-0002-6230-4910, Jones, Paul, Kronemann, Bianca, Laroche, Michel, Pe?aloza, Lisa, Richard, Marie-Odile, Rana, Nripendra P., Romer, Rene, Tamilmani, Kuttimani and Williams, Michael D. 2020. The impact of social media on consumer acculturation: challenges, opportunities, and agenda for research and practice. International Journal of Information Management 51 , 102026.

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Abstract

The concept of acculturation has been based on the assumption of an adaptation process, whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host culture (i.e. assimilation). Past research has shown that acculturation preferences result in various possibilities and influence consumption behaviour. However, the impact of social media on consumer acculturation is underexplored, although the social purpose and information sharing online is utilized for a variety of social purposes. Recent studies have shown the transformation from an offline to an online context, in which social networks play an integral part in immigrants’ communications, relationships and connections. This study merges the views from a number of leading contributors to highlight significant opportunities and challenges for future consumer acculturation research influenced by social media. The research provides insights into the impact of social media on consumer acculturation.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Elsevier
ISSN:	0268-4012
Date of First Compliant Deposit:	4 May 2020
Date of Acceptance:	17 October 2019
Last Modified:	28 Nov 2024 19:15
URI:	https://orca.cardiff.ac.uk/id/eprint/131436

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