The transcultural experience of being half the world and a click away: Understanding the role of social media in the acculturation process

Amy Yau, Ben Marder

Research output: Contribution to conferencePaperpeer-review

Abstract

Through the theoretical lens of self-concept and by conducting 27 in-depth interviews, the study shows that social media provides an arena for the development, negotiation and maintenance of home and host identity self-schemas, as well reducing negative emotional effects. However due to simultaneous online surveillance from multiple agents, maintaining disparate expectations is found to result in social anxiety and the practice of self-regulation.
Original languageEnglish
Pages407-412
DOIs
Publication statusPublished - Jul 2016
EventGlobal Marketing Conference - Hong Kong, Hong Kong
Duration: 21 Jul 201624 Jul 2016

Conference

ConferenceGlobal Marketing Conference
Country/TerritoryHong Kong
CityHong Kong
Period21/07/1624/07/16

Keywords

  • acculturation
  • self-concept
  • social media
  • self-regulation
  • identity
  • emotion

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