The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process

Yau, Amy ORCID: https://orcid.org/0000-0002-8782-0102 and Marder, Ben 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference, Hong Kong, 21-24 July 2016. 2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations, pp. 407-412. 10.15444/GMC2016.04.05.01

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Abstract

Through the theoretical lens of self-concept and by conducting 27 in-depth interviews, the study shows that social media provides an arena for the development, negotiation and maintenance of home and host identity self-schemas, as well reducing negative emotional effects. However due to simultaneous online surveillance from multiple agents, maintaining disparate expectations is found to result in social anxiety and the practice of self-regulation.

Item Type:	Conference or Workshop Item (Paper)
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Global Alliance of Marketing & Management Associations
Last Modified:	07 Nov 2022 10:14
URI:	https://orca.cardiff.ac.uk/id/eprint/131564

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