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

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.

The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis

“…Collectively, studies (e.g. Kizgin et al 2018;Shareef et al 2018) provide valuable insights into factors affecting intention to purchase within the boundaries of the contexts studied but it is difficult to generalise them. Meta-analysis addresses issues of generalisability across contexts by integrating the results of existing studies (Eden 2002;Ismagilova et al 2019;Pan et al 2012;Patil et al 2018;Tamilmani et al 2019).…”

Social Media: The Good, the Bad, and the Ugly

“…This study employed a self-administered questionnaire to collect data from 514 Turkish-Dutch respondents to examine how their use of social media affects their acculturation and consumption choices. The results suggest that social media is a vital means of culture change and a driver of acculturation strategies and consumption choices (Kizgin et al 2018).…”

“…2018), sharing political content (Hossain et al 2018), and impact of social media on consumers' acculturation and purchase intentions (Kizgin et al 2018). …”

O Impacto Das Ferramentas Da Web 2.0 E Das Redes Sociais Na Intenção De Visita a Um Museu: O Caso Do Museu Da Ciência

“…Alterações no ambiente social, cultural e político dos museus, juntamente com a escassez de recursos devido à recessão econômica forçaram os museus a se adaptarem para enfrentar certos desafios comuns: aumento da concorrência para visitan-tes de outras organizações culturais, atividades de lazer, partes interessadas mais sofisticadas e exigentes, maior responsabilização ao procurar acessar financiamento público bem como maior concorrência em atrair financiamento privado e trabalho voluntário. À medida que as plataformas de Redes Socias estão crescendo em popularidade, organizações e corporações estão-se movendo rapidamente para integrá-los em suas estratégias de marketing, afinal, tais plataformas fornecem aos museus, às galerias e às outras instituições culturais novas oportunidades para ampliar a distribuição de sua oferta cultural de maneira que era impensável e acessível apenas pessoalmente (GUPTA et al, 2018;KIZGIN et al, 2018;VRANA et al, 2019). Os museus estão investindo, cada vez mais, em recursos humanos, dinheiro e tempo para criar e manter presença nas Redes Sociais.…”