Social Media Impact of Consumer acculturation in the context of brand loyalty

The purpose of this paper is to investigate the relationship between social media behavior on acculturation and brand engagement. Moreover, this study tests the relationship between acculturation and brand engagement on brand loyalty. This study focuses on ethnic minorities living in Germany and therefore this study may help marketing departments to target ethnic minority customers more efficiently in the German apparel market. This study uses quantitative data which was collected in an online survey. Several statistical measures like Factor analysis, multi-group regression, and correlation analysis were used to analyze the data. The main findings of this study reveal a positive significant relationship between the social media friendship orientation and the propensity to share items on social media on the acculturation outcome of members of ethnic minorities in Germany. Moreover, this study exposes a positive significant relationship between brand engagement and brand loyalty. This study adds value to theory and practitioners in exposing several factors responsible for acculturation outcomes and validating the importance of brand engagement toward brand loyalty.