Yes / The 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.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/17799 |
| Date | 05 May 2020 |
| Creators | Kizgin, Hatice, Jamal, A., Dwivedi, Y.K., Rana, Nripendra P. |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| 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. |
Page generated in 0.0026 seconds