The Impact of Consumer Acculturation on Ethnic Turkish-Dutch Consumers in the Netherlands

Non-Western immigrants are a growing segment in European societies and represent a huge potential to marketers. From a marketing perspective, understanding the similarities and differences between the culture of the host and immigrant communities is important. It is necessary information for targeting these audiences effectively and also for developing products and services that fit their needs and values. This study is particularly interested in the impact of acculturation on Domestic (Turkish) and Mainstream (Dutch) consumption of food and entertainment. This study seeks to address the impact of bidimensional acculturation on consumer behaviour by determining relevant acculturation life domains i.e. private and public life, ethnic identity, media usage and culture value priorities. Two stages of quantitative data analysis were designed. An Exploratory Factor Analysis (EFA) was applied to provide data reduction and simplification. EFA has reduced the variables considered in this study to a smaller set of factors in which the implied underlying data structure is identified and defined. Part two involved a Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM), based on 530 usable questionnaires. The proposed research model was assessed for validity and reliability and the associated relationship paths quantified. Turkish Language (TL) emerged as the most substantial predictor of Domestic Consumer Behaviour, followed by Attachment Turkish Culture and Family Ties (ATCFT) and Turkish Identification Social Interaction (TSI). Turkish Friends and Peers have a substantial impact on ATCFT. Dutch Acculturation Social Interactions (DSI) and Dutch Acculturation Family Ties (DFT) emerged as predictors of Dutch Consumer Behaviour. Furthermore, Dutch Acculturation Media & Language is mediated by DSI on Mainstream consumption. One key finding is that Turkish Social Interactions have a positive and significant impact on Mainstream consumption. Contrary, Attachment Turkish Culture & Family Ties has a negative impact. This study’s contribution to knowledge is the impact acculturation life domains by exploring the bidimensional effects on consumption of products aligned with heritage and host cultures. This research highlights the importance of considering the distinction between life domains

The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education

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

Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model

YesMobile banking is one of the most promising technologies that has emerged in recent years and could prove to have considerable value to both banks and customers. Thus, this study recognises the need to test the main factors that could predict the use of mobile banking as well as how using such a system could contribute to both customer satisfaction and customer loyalty. The conceptual model of this study combines two models (i.e. UTAUT2 and the D&M IS Success Model). A questionnaire survey was conducted to collect the required data from convenience sampling of Saudi bank customers. The main factors – performance expectancy, price value, facilitating conditions, hedonic motivation, habit, system quality and service quality – were found to have a significant impact on actual use behaviour. This study was cross-sectional, therefore future studies should implement longitudinal studies in order to re-collect the findings. Further, this study adopted convenience sampling of Saudi M-Banking users. This may adversely impact the issue of generalisability to the whole population. The gap in the M-Banking literature in Saudi Arabia would be bridged by proposing a comprehensive conceptual model that scrupulously clarifies the use of M-Banking from the perspective of Saudi users. Furthermore, this study would consider the adoption of numeric data in order to inferentially analyse them using SEM. This in turn would assist in generalising the findings to the whole Saudi population

Consumption of products from heritage and host cultures: The role of acculturation attitudes and behaviors

YesPrior research ignores the specific role of acculturation attitudes in predicting acculturation behaviors and consumption choices across public and private life domains. The study uses self-administered questionnaires to collect data from 530 Turkish-Dutch respondents. The findings underscore the overall significance of investigating domain-specific (public vs. private) acculturation attitudes and subsequent acculturation behaviors. Enculturation (acculturation) behaviors function as a mediating variable in the relationship between acculturation attitudes and consumption of food and entertainment products from the heritage (host) culture. The study is one of the first to investigate the simultaneous effects of acculturation attitudes and acculturation behaviors on the choice to consumer foods and entertainment products from both heritage and host cultures. The article provides managerial implications and future research directions

THE OTHERS: the role of individual personality, cultural acculturation, and perceived value on towards firm's social media and acculturation orientation

YesThis paper systematically examines (i) how individual personality can influence on cultural acculturation which can impact on the higher level of perceived value in LGBTs, and (ii) how the higher level of perceived value towards social media can result in being more satisfied, (iii) consequently having a better working life at workplace and performance proficiency. The generated framework was validated through a survey from multinational corporations in multi-industries such as higher education (with more than two campuses around the world), global fashion, global retailing, tourism, hospitality, food, and electronics and information technology. Key results, implications for managers and researchers are highlighted

The impact of social networking sites on socialization and political engagement: Role of acculturation

YesThis research examines the extent to which immigrant consumers' use of social networking sites affect their socialization and political engagement in the Netherlands. The study uses self-administered questionnaires to collect data from 514 Turkish-Dutch respondents of various ages, occupations, levels of education and locations in the Netherlands. The study finds that the propensity to share information, the intensity of use, and privacy concerns positively impact socialization on online social networking sites. In addition, a significant positive relationship between socialization and political involvement positively impacts voting intentions. The study also examines the interaction effects of enculturation and acculturation orientations on the relationship between socialization and political involvement. The study's findings point to a positive moderating role of acculturation in this relationship but a negative one for enculturation. The study is the first to investigate simultaneously the drivers of socialization on social networking sites in the context of immigrant consumers and the impact of their socialization on political involvement and voting intention. The research further contributes to the scholarly work by exploring the interaction effects of acculturation and enculturation orientation. Theoretical and practical implications are discussed

The role of online identity orientation and socializing for information search: A case of ethnic minority guests’ hospitality experiences

Purpose: This paper aims to investigate the impact of online identity orientation and online friendship homophily on online socializing, online information search and ethnic guests’ hospitality experiences. Design/methodology/approach: The study uses structural equation modeling to test a conceptual model developed after reviewing hospitality literature. Data is collected from a sample of 514 Turkish-Dutch ethnic guests living in the Netherlands using a self-administered questionnaire. Findings: The results show that online identity orientations aligned with minority and majority cultures impact online friendship homophily and online socializing, which subsequently impact online information search and hospitality experiences of ethnic guests. Practical implications: On the whole, ethnic communities have considerable spending power. The findings point to heritage and mainstream cultural socialization accounting for travel and hospitality experiences within an ethnic minority group. The findings supply relevant information for hospitality sectors on services to endorse or promote to guests from ethnic communities. Originality/value: The study examines the simultaneous effects of online identity orientations and online friendship homophily on online socialization and hospitality experiences of ethnic guests. It highlights the role of culture in explaining the use of social networking sites and its potential impact on hospitality-related behaviors and experiences of ethnic guest consumers

Editorial introduction: Advances in theory and practice of digital marketing

YesThis special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives. The thirteen articles accepted for inclusion in this special issue are summarised in this editorial introduction

The impact of social networking sites on immigrants' socialization and political engagement: the role of acculturation

This research examines the extent to which immigrant consumers’ use of social networking sites affect their socialization and political engagement in the Netherlands. The study uses self-administered questionnaires to collect data from 514 Turkish-Dutch respondents of various ages, occupations, levels of education and locations in the Netherlands. The study finds that the propensity to share information, the intensity of use, and privacy concerns positively impact socialization on online social networking sites. In addition, a significant positive relationship between socialization and political involvement positively impacts voting intentions. The study also examines the interaction effects of enculturation and acculturation orientations on the relationship between socialization and political involvement. The study’s findings point to a positive moderating role of acculturation in this relationship but a negative one for enculturation. The study is the first to investigate simultaneously the drivers of socialization on social networking sites in the context of immigrant consumers and the impact of their socialization on political involvement and voting intention. The research further contributes to the scholarly work by exploring the interaction effects of acculturation and enculturation orientation. Theoretical and practical implications are discussed