Abstract
Social media has emerged as a significant and effective means of assisting and endorsing activities and communications among peers, consumers and organizations that outdo the restrictions of time and space. While the previous studies acknowledge the role of agents of culture change, it largely remains silent on the role of social media in influencing acculturation outcomes and consumption choices. This study uses self-administered questionnaire to collect data from 514 Turkish-Dutch respondents and examines how their use of social media affects their acculturation and consumption choices. This research makes a significant contribution to consumer acculturation research by showing that social media is a vital means of culture change and a driver of acculturation strategies and consumption choices. This study is the first to investigate the role of social media as an agent of culture change in terms of how it impacts acculturation and consumption. The paper discusses implications for theory development and for practice.
Highlights
The twentieth century has witnessed a significant rise in cultural diversity across the Western world (Coleman 2008; Eurostat 2015; Schwartz et al 2010) and increasing interdependence and integration throughout the world (Jamal 2005)
Based on the results provided by the three assessment criteria (Fornell and Larcker 1981), there is enough evidence to confirm the measurement model’s validity
The present research investigates the extent to which immigrant consumers show a preference for using either their own or the host culture’s language when they engage with others on social media, and the extent to which such preferences impact their preferences related to acculturation and enculturation and purchase intentions
Summary
The twentieth century has witnessed a significant rise in cultural diversity across the Western world (Coleman 2008; Eurostat 2015; Schwartz et al 2010) and increasing interdependence and integration throughout the world (Jamal 2005). Acculturation refers to the culture change that takes place as a result of contact with culturally dissimilar people, groups and environments (Berry 1992; Laroche and Jamal 2015), whereas enculturation refers to the process of learning one’s own culture (Kizgin et al 2017; Schwartz et al 2010) Such ethnic-minority consumers have multiple and coexisting identities, as they navigate among heritage, host and global consumer cultures (Askegaard et al 2005; Jamal 2003; Oswald 1999). They face a variety of agents of culture change (e.g., family, friends, schools, religious and cultural institutions, traditional and new media) that impact their acculturation outcomes, especially the extent to which they integrate into the host society or retain their original cultural values and traditions
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