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The influence of social media on the purchasing intention and acculturation adaptation of international students in the Netherlands.

d'Artagnan, Anne-Sophie (2022) The influence of social media on the purchasing intention and acculturation adaptation of international students in the Netherlands.

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Abstract:Over the past few years, the Netherlands has seen an increase in international students more than ever before due to Globalization. Aside from that, social media has grown significantly and has become a powerful tool for connecting peers, customers, and organizations. Despite previous research on acculturation and social media, it has yet to be discussed how social media may influence acculturation outcomes and consumption choices among international students. By measuring the preferences of language on social media and the availability of information on social media, the study examines how social media affects acculturation and purchasing intention. An online survey was used to collect data from 100 international students from various countries, European and non-European, to study how their use of social media impacts their acculturation and, therefore, their purchasing intentions. According to the results, the usage of social media does not significantly impact acculturation, however language used via social media does impact acculturation and enculturation, and this influences their purchasing intention. Additionally, results indicate a correlation between social media accessibility and purchase intention. Discussion follows on theoretical and practical implications.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/91258
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