KOREASCHOLAR

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
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/314912
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.407-412
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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.

Author
  • Amy Yau(Cardiff University, UK)
  • Ben Marder(University of Edinburgh, UK)