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.