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The impact of social media on consumer acculturation: Current challenges, opportunities, and an agenda for research and practice
تأثیر رسانه های اجتماعی بر جمع آوری مصرف کننده: چالش های فعلی ، فرصت ها و دستور کار برای تحقیق و عمل-2020 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. Keywords: Consumer acculturation | Global consumer culture | Information management | Information systems | Marketing | Social media |
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