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dc.contributor.authorKizgin, Hatice
dc.contributor.authorJamal, A.
dc.contributor.authorDwivedi, Y.K.
dc.contributor.authorRana, Nripendra P.
dc.date.accessioned2020-05-05T13:00:36Z
dc.date.accessioned2020-05-12T14:17:53Z
dc.date.available2020-05-05T13:00:36Z
dc.date.available2020-05-12T14:17:53Z
dc.date.issued2020
dc.identifier.citationKizgin H, Jamal A, Dwivedi YK et al (2020) The Impact of Online vs. Offline Acculturation on Purchase Intentions: A Multigroup Analysis of the Role of Education. Journal of Business Research. Accepted for publication.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17799
dc.descriptionYesen_US
dc.description.abstractThe aim of this research is to determine the extent of online and offline acculturation preferences affecting purchase intentions within a minority ethnic community. This study investigates the role of social media as an agent in terms of how it influences acculturation and consumption. It also investigates the moderating role of education level. The findings highlight the significance of investigating language and friendship orientations and subsequent acculturation preferences. Empirical results confirm the impact of language and friendship orientations on enculturation/acculturation, which in turn impact purchase intentions. The results suggest differences among three groups in terms of their education level. The study discusses contribution to theory and provides future research directions, while offering useful practical implications for marketers.
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.jbusres.2020.05.011
dc.rights© 2020 Elsevier. 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.
dc.subjectOnline acculturationen_US
dc.subjectPurchase intentionsen_US
dc.subjectEducationen_US
dc.subjectOffline enculturation/acculturation
dc.subjectMultigroup analysis
dc.titleThe Impact of Online vs. Offline Acculturation on Purchase Intentions: A Multigroup Analysis of the Role of Educationen_US
dc.status.refereedYesen_US
dc.date.Accepted2020-05-05
dc.date.application2020-05-23
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
dc.date.updated2020-05-05T12:00:44Z


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