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The influence of social media usage on consumer acculturation and brand loyalty among international students in the Netherlands.

Yagubov, K. (2022) The influence of social media usage on consumer acculturation and brand loyalty among international students in the Netherlands.

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Abstract:This research investigates international students’ loyalty to brand, which is an important aspect for marketers to consider when they try to develop their marketing strategies. The study examines the influence of social media usage on international students’ acculturation and Brand trust, and whether brand trust and acculturation play the positive antecedent role of brand loyalty. The study contains questionnaire to gather data from 85 international students in the Netherlands. It is investigated that the knowledge sharing, a content of social media usage has a significant effect on acculturation process among international students, and interaction, which is another content for social media usage does not play a predictor role for acculturation. In addition, it is not supported that social media usage predicts brand trust. The study points on false hypothesis that acculturation has a positive effect on brand loyalty, however, it supports that brand trust plays a positive antecedent role of brand loyalty. This research is the first to investigate the effect of social media usage on brand trust and impact of acculturation process on the brand loyalty. Theoretical and practical implications are discussed to contribute to further academic and scholar research.
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/91301
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