Yes / 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. / We are grateful to Emerging Markets Research Centre (EMaRC), Swansea i-Lab (Innovation Lab), and Department of Business at the School of Management, Swansea University for their financial support and organisation.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/17655 |
| Date | 11 February 2020 |
| Creators | Kizgin, Hatice, Dey, B.L., Dwivedi, Y.K., Hughes, L., Jamal, A., Jones, P., Kronemann, B., Laroche, M., Peñaloza, L., Richard, M-O., Rana, Nripendra P., Romer, R., Tamilmani, Kuttimani, Williams, M.D. |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| Rights | © 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. |
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