Factors Influencing the Purchasing Behavior via Social Media of Diasporas in Bahrain in Terms of Consumer Ethnocentrism and Acculturation

Abstract

This study examined the factors influencing diasporas’ purchasing behavior through social media platforms in terms of some variables such as consumer acculturation and ethnocentrism. The study was applied to diaspora customers of Bangladeshi, Pakistani and Indian nationalities, residing in the Kingdom of Bahrain as a host country (n = 329).

The results of the study showed that social media platforms influenced the purchasing behavior of respondents, in terms of the types of consumer goods purchased, and the adopted purchasing behavior. “Cultural relevance” ranked first as an attraction method used by social media advertisements for the study sample. The results concluded that the levels of acculturation and enthusiasm variables among diaspora tended to be “moderate”.

The hypothesis testing showed that some demographic factors had statistically significant differences in diaspora’s attitudes towards purchasing through social media platforms, acculturation levels, and ethnocentrism. The study showed that consumer acculturation and ethnocentrism positively affected the purchasing behavior through social media platforms among the study sample. The study revealed a number of persuasive methods to be employed to market local brands among diasporas residing in any host country.