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Consumer acculturation and the role of anxiety within the consumption of social networking sites

Yau, Amy and Marder, Ben 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.

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Abstract

The study uses netnography and in-depth phenomenological interviews to explore the consumption of social networking sites (SNS) for acculturating migrants and the extent of anxiety that results from performing to different audiences (acculturation agents) from the culture of host (CoH) and the culture of origin (CoO). The intital major findings are that the consumption of Facebook aided assimilation and integration to the CoH but simultaneously the consumption of Facebook can cause anxiety when considering the acculturation agents back home in the CoO. The conclusion was made that, although the use of SNS aided in making connections and friends with CoH acculturation agents and appearing friendly and outgoing, it would cause tensions from having a dialectical sense of identity and a sense of false performance towards the CoO acculturation agents, leading them, whilst on Facebook to be unsure of their ethnic/acculturating strategies and loyalties, which may have a long term effect on the overall acculturation outcomes of being assimilated, marginalised, integrated or separated.

Item Type: Conference or Workshop Item (Paper)
Date Type: Completion
Status: Unpublished
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Related URLs:
Last Modified: 04 Jun 2017 08:02
URI: http://orca-mwe.cf.ac.uk/id/eprint/71958

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