Far apart yet close: social media on acculturation among international students in the UK

Yu, Qionglei and Foroudi, Pantea and Gupta, Suraksha (2018) Far apart yet close: social media on acculturation among international students in the UK. Technological Forecasting and Social Change . ISSN 0040-1625 (Published online first)

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This paper investigates international students’ acculturation, an important aspect for universities to consider when they try to develop a positive loyal customer relationship with international students. The paper presents the influences of social media usage on international students’ acculturation process in both psychological and behavioural aspects, and whether international students’ acculturation predicts students’ academic achievement, perceived value and university loyalty. Self-identification is examined for its moderating effect between social media usage and Chinese international students’ acculturation. This study collected samples from Chinese international students studying in UK universities. The results find that Chinese international students’ psychological acculturation to the host culture has no significant relationship with their academic achievement, but their strong self-identification can help with their host culture acculturation. This study makes contributions in current acculturation research and managerial practice for universities which target international markets.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 25186
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 21 Sep 2018 14:02
Last Modified: 10 Nov 2018 17:43
URI: http://eprints.mdx.ac.uk/id/eprint/25186

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