Social media discussion forums, home country and immigrant consumer acculturation: the case of Iranian immigrants in Australia

IF 2.7 Q2 BUSINESS
Sorush Sepehr, Jamie Carlson, Philip J. Rosenberger III, Ameet Pandit
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引用次数: 1

Abstract

Purpose Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of consumer interactions with the home country through social media are largely overlooked in previous research. This study aims to investigate the acculturative processes and outcomes resulting from interacting with the home country through social media. Design/methodology/approach A netnographic approach is used to collect data from a social media platform that provides an interactive social context in which Iranian immigrants in Australia share their experiences of immigration with non-immigrants who are considering and planning to migrate to Australia. Findings Findings show how both immigrants and non-immigrant users via social media reflexively contribute to the formation of two competing collective narratives, namely, the dominant, romanticizing narrative and counter, pragmatic narratives. Findings highlight how notions of the home and host countries, and the idea of migrating from home to host, are constructed as the result of the circulation of the dominant and counter narratives. Further findings include how these two collective narratives come into play in the formation of three acculturative outcomes, namely, self-validating, ordinary experts and wellbeing. These insights extend consumer acculturation theory through highlighting the acculturative processes and outcomes of interactions with the home country via a social media platform. This includes, for example, how interacting with the home culture can take on assimilationist properties through the construction of a romanticized representation of the hosting society (i.e. Australia) in the dominant collective narrative. Practical implications Implications for ethnic marketing practice, policymakers and non-governmental organisations are advanced, especially regarding using social media as a channel to communicate with current and potential immigrant consumers. Notably, policymakers can use social media to engage with immigrants before and after migration to reduce the potential for cognitive dissonance in recent arrivals. Managerially, brands can advertise on Web-based forums, independent websites and social media platforms to target potential immigrants to sell relevant products immigrants needs after migrating to the host country. Social implications Findings broaden the understanding of the potential acculturative outcomes on social media by moving away from the traditional outcomes, which are restricted to the dichotomy between the home and host cultures. Originality/value Scholarly attention is deficient on the role of direct interaction with the home country in immigrant consumer acculturation, especially through social media, which is the focus of this study.
社交媒体论坛、母国和移民消费者的文化适应:以澳大利亚的伊朗移民为例
目的社交媒体改变了移民消费者在文化适应过程中与祖国沟通的可能性。然而,在之前的研究中,消费者通过社交媒体与母国互动的文化适应结果在很大程度上被忽视了。本研究旨在调查通过社交媒体与母国互动所产生的文化适应过程和结果。设计/方法/方法网络图方法用于从社交媒体平台收集数据,该平台提供了一个互动的社交环境,在这个环境中,澳大利亚的伊朗移民与正在考虑和计划移民到澳大利亚的非移民分享他们的移民经历有助于形成两种相互竞争的集体叙事,即占主导地位的浪漫主义叙事和反实用主义叙事。研究结果强调了母国和东道国的概念,以及从一个国家迁移到另一个东道国的想法,是如何作为主流和反主流叙事的结果而构建的。进一步的发现包括这两种集体叙事如何在三种文化适应结果的形成中发挥作用,即自我验证、普通专家和幸福感。这些见解通过强调通过社交媒体平台与母国互动的文化适应过程和结果,扩展了消费者文化适应理论。例如,这包括如何通过在主导集体叙事中构建东道国社会(即澳大利亚)的浪漫化代表,与本土文化互动,从而具有同化特性。实际含义对种族营销实践、政策制定者和非政府组织的影响得到了提升,特别是在使用社交媒体作为与当前和潜在移民消费者沟通的渠道方面。值得注意的是,政策制定者可以在移民前后使用社交媒体与移民接触,以减少新移民出现认知失调的可能性。从管理上讲,品牌可以在基于网络的论坛、独立网站和社交媒体平台上做广告,瞄准潜在移民,销售移民迁移到东道国后所需的相关产品。社会含义研究结果通过摆脱传统结果,拓宽了对社交媒体上潜在的文化适应结果的理解,传统结果仅限于家庭文化和东道国文化之间的二分法。原创性/价值学术界对与母国直接互动在移民消费者文化适应中的作用缺乏关注,尤其是通过社交媒体,这是本研究的重点。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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