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The Impact of Social Media on Consumers’ Acculturation and Purchase Intentions

Author

Listed:
  • Hatice Kizgin

    (Swansea University Bay Campus)

  • Ahmad Jamal

    (Cardiff University Business School)

  • Bidit Lal Dey

    (Brunel University Business School)

  • Nripendra P. Rana

    (Swansea University Bay Campus)

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.

Suggested Citation

  • Hatice Kizgin & Ahmad Jamal & Bidit Lal Dey & Nripendra P. Rana, 2018. "The Impact of Social Media on Consumers’ Acculturation and Purchase Intentions," Information Systems Frontiers, Springer, vol. 20(3), pages 503-514, June.
    • Handle: RePEc:spr:infosf:v:20:y:2018:i:3:d:10.1007_s10796-017-9817-4
    DOI: 10.1007/s10796-017-9817-4
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