The Role of Social Media in Accelerating the Process of Acculturation to the Global Consumer Culture

Abstract

This article highlights the role of social media in the context of global consumer culture by showing consumers' perceptions regarding social influence, social networks, cultural novelty and economic rewards. If focuses on the mediating role of social media in the acculturation to the global consumer culture (AGCC). This article develops and tests a conceptual model integrating new antecedents of AGCC. Based on the 322 answers to an online survey targeting international students and consumers, smart PLS software and structural equation modelling are applied to assess the causal relationships among the constructs. The findings show that (1) social network, social influence, cultural novelty and economic rewards significantly accelerate the process of acculturation and that (2) social media plays a mediating role on social networks, cultural novelty and trust. This article offers a substantial contribution to related theory by developing and testing a social media-based model that provides a more comprehensive view of the process of AGCC.

Entrepreneurship via social networks – “connected woman” in Lebanon

“…The study, first, uncovers the critical role played by social technologies in women’s micro-entrepreneurs, specifically in digital marketing, and as such provides an example of the creation of digital spaces (Dutot and Lichy, 2019). While technology acceptance models have featured in research for several decades (Davis, 1989), this study underlines the acceptance of technology and its penetration in supporting entrepreneurship (Crittenden et al , 2019) or, as it has been described here, as the embracing of digitalisation.…”

“…From a marketing perspective, digitalisation is an adaptive, technology-enabled process for firms to collaborate with customers and partners to jointly create and sustain value for all stakeholders (Kannan and Hongshuang, 2017). Dutot and Lichy’s (2019) describe “digital spaces” as facilitators for people to communicate with each other and obtain information or knowledge interactively and in real time, often using social technologies. The 21st century has experienced a revolution in marketing, as social technologies shift the locus of control from official sources of information to content generated by users.…”

“…Social technologies are perceived as the pillar upon which their activities are built, drawing attention to the ease of use, and 'reach and richness' offered by these networks, as discussed byDutot and Lichy (2019).…”

Customer information search in the context of e-commerce: a cross-cultural analysis

“…Furthermore, the internet has emerged as a global tool for decision-making and information search in relation to consumer goods (Peterson and Merino, 2003;Johnson et al, 2004;Darley et al, 2010). While the internet is generally viewed as a source of information communication and entertainment, it is also employed as a dynamic tool of commercial transactions (Dutot and Lichy, 2019). Alongside the final purchase, consumers search retail websites for price and product information (Dutta and Das, 2017).…”

“…Although many studies of information search have been undertaken in a national setting, see for example Brousseau (2003), relatively few recent studies have been undertaken from a cross-cultural context. There has been a steady growth of interest regarding the effects of cultural traits on the adoption and usage of information technologies in recent years (Gallivan and Srite, 2005;Lee et al, 2007;Dutot and Lichy, 2019).…”