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The impact of online versus offline acculturation on purchase intentions: a multigroup analysis of the role of education

Kizgin, Hatice, Jamal, Ahmad, Dwivedi, Yogesh K. and Rana, Nripendra P. 2020. The impact of online versus offline acculturation on purchase intentions: a multigroup analysis of the role of education. Journal of Business Research 10.1016/j.jbusres.2020.05.011
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Abstract

The aim of this research is to determine the extent of online and offline acculturation preferences affecting purchase intentions within a minority ethnic community. This study investigates the role of social media as an agent in terms of how it influences acculturation and consumption. It also investigates the moderating role of education level. The findings highlight the significance of investigating language and friendship orientations and subsequent acculturation preferences. Empirical results confirm the impact of language and friendship orientations on enculturation/acculturation, which in turn impact purchase intentions. The results suggest differences among three groups in terms of their education level. The study discusses contribution to theory and provides future research directions, while offering useful practical implications for marketers.

Item Type: Article
Date Type: Published Online
Status: In Press
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 0148-2963
Date of First Compliant Deposit: 4 May 2020
Date of Acceptance: 2 May 2020
Last Modified: 29 Jun 2020 13:16
URI: http://orca.cf.ac.uk/id/eprint/131433

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