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

Hatice Kizgin*, Bidit L. Dey, Yogesh K. Dwivedi, Laurie Hughes, Ahmad Jamal, Paul Jones, Bianca Kronemann, Michel Laroche, Lisa Peñaloza, Marie Odile Richard, Nripendra P. Rana, Rene Romer, Kuttimani Tamilmani, Michael D. Williams

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

27 Citations (Scopus)

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.

Original languageEnglish
Article number102026
JournalInternational journal of information management
Volume51
DOIs
Publication statusPublished - Apr 2020
Externally publishedYes

Keywords

  • Consumer acculturation
  • Global consumer culture
  • Information management
  • Information systems
  • Marketing
  • Social media

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