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The impact of social media on consumer acculturation: Current challenges, opportunities, and an agenda for research and practice / Michael, Williams; Yogesh, Dwivedi; Laurie, Hughes; Paul, Jones

International Journal of Information Management, Volume: 51, Pages: 1 - 15

Swansesa University Authors: Michael, Williams, Yogesh, Dwivedi, Laurie, Hughes, Paul, Jones

  • Accepted Manuscript under embargo until: 5th May 2021

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 in...

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Published in: International Journal of Information Management
ISSN: 0268-4012
Published: UK Elsevier BV 2020
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa52513
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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 under explored, 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.
Keywords: Consumer acculturation; Global consumer culture; Information management; Information systems; Marketing; Social media
Start Page: 1
End Page: 15