School of Accounting, Finance and Economics

Permanent URI for this collection

https://hdl.handle.net/2086/1569

Browse

Browsing School of Accounting, Finance and Economics by Subject "Acculturation"

Now showing 1 - 3 of 3
  • No Thumbnail Available
    ItemMetadata only
    Activists of themselves: Liminality of Instagram and its role in the ethnic identity construction processes of third generation British Sikhs to their imagined identities
    (Elsevier, 2021-12-24) Takhar, Amandeep; Bebek, Gaye; Jamal, Ahmad
    As a result of the rapid evolution of computer culture, social media and networking websites now provide the primary socialisation platforms for individuals across the world. With characteristics such as transcending time, space, and even cultures, these platforms impact individuals through increased interactions. Although past research shows how social media impacts on individuals’ cultural affiliations and identity construction processes, research neglects to understand the role and impact of the characteristics of social media and networking environments as individuals engage in these virtual spaces. This paper uses Instagram as a case study, to demonstrate the liminal nature of social media spaces and looks at how this virtual space and its characteristics evoke a sense of reflexivity with regards to identity construction amongst young British Sikhs in the U.K. We highlight how the empowering characteristics of this virtual space impact their identity and just how the communities that are formed by individuals through Instagram, act as a further acculturative agent, as they attempt to deal with the tensions that they experience as a result of being both British and Sikh. Findings implicate how brands can engage with and support the individuals going through this reflective identity re/construction process
  • No Thumbnail Available
    ItemMetadata only
    The Evolving Tile of the Digital Mosaic Identity: Exploring The Role of Social Media Consumption in the Acculturation Processes of (Im)migrants
    (American Marketing Association, 2021-09-25) Takhar, Amandeep; Bebek, Gaye; Kizgin, Hatice; Jamal, Ahmad; Al Azmeh, Salma Ghassan
    In the superdiverse markets of today, consumers’ identities are no longer bound by national affiliations. Added to this is the proliferation of digital platform engagement in everyday consumption culture which will undoubtedly have effects on the cultural identity construction processes of individuals. We propose that the effect of digitalisation over individuals’ identity construction, will also be true for social media consumers’ who are experiencing acculturation. Investigating the effects of social media engagement for Syrian migrant consumers to the U.K. we show how digitalisation changes the way consumers perceive physical and social, spatial factors and cultural conflicts. Most significantly, we find that digital environments lead to evolving cultural mosaic identity creation among migrant Syrian consumers of social media through acculturating them to and through the digital realms. We discuss the theoretical and managerial implications.
  • No Thumbnail Available
    ItemOpen Access
    Transcultural Identity Development Among Third Generation Minority Consumers
    (Elsevier, 2021-05-07) Takhar, Amandeep; Jamal, Ahmad; Kizgin, Hatice
    This study explores how global and local forces influence the processes of consumer re-acculturation amongst third-generation British Sikhs in the United Kingdom (U.K.). Data is collected over a three-year period using multiple methods that focus on the experiential consumption of shaadi.com by third-generation British-born Sikhs. Data is analysed using thematic analysis, and findings reveal three transcultural identity patterns: accommodating, re-acculturating, and resisting Sikh culture. We argue that the emergent identity patterns are fluid, as our participants feel neither wholly British, wholly Sikh, nor wholly British-Sikh, positioning themselves beyond, rather than against, Sikh or British culture. We uncover the connectedness between the traditional cultural practices of arranged marriages and the space of shaadi.com, a matrimonial website. We interpret this website as a medium through which transcultural identities are constructed. We contribute to theory by showing the development of transcultural patterns of consumption and consistent transcultural identity construction in non-migrating ethnic communities.