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The impact of social media on consumer acculturation: current challenges, opportunities, and an agenda for research and practice
Kizgin, Hatice Dey, B.L. Dwivedi, Y.K. Hughes, L. Jamal, A. Jones, P. Kronemann, B. Laroche, M. Peñaloza, L. Richard, M-O.
Kizgin, Hatice
Dey, B.L.
Dwivedi, Y.K.
Hughes, L.
Jamal, A.
Jones, P.
Kronemann, B.
Laroche, M.
Peñaloza, L.
Richard, M-O.
Publication Date
2020-04
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© 2019 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
17/10/2019
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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.
Version
Accepted manuscript
Citation
Kizgin H, Det BL, Dwivedi YK et al (2020) The impact of social media on consumer acculturation: current challenges, opportunities, and an agenda for research and practice. International Journal of Information Management. 51: 102026.
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Article