1 Introduction
2 Literature Review
2.1 Consumer Acculturation and Social Networks
2.2 Social Media and Acculturation
2.3 Hypotheses Development
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H1: Separation in language preference on social media is a) positively associated with enculturation and b) negatively with associated with acculturation.
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H2: Assimilation of the host culture’s language on social media is a) negatively associated with enculturation and b) positively associated with acculturation.
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H3: Integration in an immigrant’s language preference on social media is positively associated with a) enculturation and b) acculturation.
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H4: Enculturation and acculturation are positively associated with purchase intentions.
3 Research Method
3.1 Sample and Data Collection
3.2 Survey Instrument and Measures
4 Results
4.1 Acculturation Categories
4.2 Confirmatory Factor Analysis (CFA)
Construct | Standardized loadings | C.R. |
---|---|---|
Social Media Language preferences (α = 0.910, Composite reliability = 0.893, AVE = 0.583) | ||
I like to read online news. | 0.718 | fixed |
I like to post/use social networking sites. | 0.745 | 16.013 |
I like to participate in online content communities. | 0.728 | 15.667 |
I like to read online collaborative projects. | 0.753 | 16.194 |
I tend to post/read online blogs. | 0.827 | 17.728 |
I like to be in virtual social worlds. | 0.805 | 17.284 |
Enculturation (α = 0.938, Composite reliability = 0.937, AVE = 0.598) | ||
I spend most of my social time with Turkish people. | 0.793 | fixed |
I very often ask for help/advice from Turkish students/colleagues. | 0.797 | 20.079 |
I frequently eat with Turkish friends/colleagues. | 0.814 | 20.620 |
I very often participate in Turkish public celebrations. | 0.763 | 15.375 |
My preference is to speak the Turkish language most of the time. | 0.824 | 18.305 |
I very often speak in the Turkish language with my Turkish friends. | 0.783 | 19.406 |
I very often speak in the Turkish language with my parents and family members. | 0.700 | 17.249 |
I very often attend Turkish cultural performances (e.g., theatres and concerts). | 0.755 | 15.743 |
I very often watch Turkish movies. | 0.759 | 15.757 |
I very often listen to Turkish music. | 0.737 | 13.815 |
Acculturation (α = 0.918, Composite reliability = 0.917, AVE = 0.527) | ||
I spend most of my social time with Dutch people. | 0.785 | fixed |
I often ask for help/advice from Dutch students/colleagues. | 0.759 | 20.126 |
I frequently eat with Dutch friends/colleagues. | 0.835 | 20.704 |
I very often participate in Dutch public celebrations. | 0.653 | 19.014 |
My preference is to speak in the Dutch language most of the time. | 0.754 | 21.014 |
I very often speak in the Dutch language with Turkish friends. | 0.789 | 19.640 |
I very often speak in the Dutch language with my parents and family members/ | 0.726 | 17.016 |
I very often attend Dutch cultural performances (theatres and concerts). | 0.664 | 18.737 |
I very often watch Dutch-language movies. | 0.665 | 18.852 |
I very often listen to Dutch music. | 0.594 | 18.157 |
Purchase intentions (α = 0.898, Composite reliability = 0.906, AVE = 0.707) | ||
It is very likely that I will buy the product/service. | 0.864 | fixed |
I will purchase the product/service next time I need the product/service. | 0.829 | 22.189 |
I will definitely try the product/service. | 0.839 | 22.516 |
I will recommend the product/service to my friends. | 0.832 | 19.749 |
Construct | SML | ACC | ENC | PI |
---|---|---|---|---|
Social Media Language Preferences (SML) | 0.764 | |||
Acculturation (ACC) | 0.342 | 0.726 | ||
Enculturation (ENC) | −0.480 | −0.207 | 0.773 | |
Purchase Intentions (PI) | −0.107 | 0.279 | 0.357 | 0.841 |
4.3 Structural Model Testing
H# Structural Path | Estimates | Std. Error | C.R. |
p
| St. Estimates |
---|---|---|---|---|---|
H1a SML Separation ➔ Enculturation | 0.976 | 0.164 | 5.948 | 0.000 | 0.270 |
H1b SML Separation ➔ Acculturation | −0.828 | 0.156 | −5.320 | 0.000 | −0.241 |
H2a SML Assimilation ➔ Enculturation | −0.371 | 0.041 | −8.966 | 0.000 | −0.404 |
H2b SML Assimilation ➔ Acculturation | 0.168 | 0.040 | 4.231 | 0.000 | 0.193 |
H3a SML Integration ➔ Enculturation | 0.326 | 0.068 | 4.775 | 0.000 | 0.217 |
H3b SML Integration ➔ Acculturation | −0.014 | 0.065 | −0.208 | 0.836 | −0.010 |
H4a Enculturation ➔ Purchase Intentions | 0.453 | 0.050 | 9.148 | 0.000 | 0.431 |
H4b Acculturation ➔ Purchase Intentions | 0.405 | 0.050 | 8.053 | 0.000 | 0.365 |