Citation

Balakrishnan, Kavitha and Angusamy, Ajitha and Palraj, Nimithashree and Triasuti, Endah (2025) Influence of social media exposure factors on cultural acculturation: Ethnic identity as a mediator. SEARCH Journal of Media and Communication Research, 17 (5). pp. 165-183. ISSN 2672-7080

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Abstract

This study delves into the impact of social media platforms on our daily lives, exploring their role in shaping communication behaviours. Conducted among working individuals in Kuala Lumpur, the research specifically investigates the relationship between social media exposure and cultural identity with ethnicity in a moderating role. The widespread adoption of the internet and associated platforms has profoundly affected culture, characterised by shared practices, beliefs, and material possessions passed down through generations. Employing a questionnaire survey, researchers employed quantitative methods. Structural Equation Modelling with Smart PLS was used to test the hypotheses. The study found a significant association between cognitive and social use with cultural acculturation. Moreover, a strong relationship was found between ethnic identity and cultural acculturation. The indirect impact of cognitive and hedonic use was also statistically significant. The relationship between cognitive, hedonic, and cultural acculturation is fully mediated by ethnic identity, with small direct impacts and considerable indirect effects. Social usage, both directly and indirectly, was not statistically significant, suggesting that ethnic identity does not serve as a mediator in the association between social use and cultural acculturation. The insights gained could inform policies and practices aimed at preserving cultural identity and fostering cultural diversity.

Item Type:	Article
Uncontrolled Keywords:	Cognitive, cultural acculturation, ethnic identity, hedonic use, social, Social media exposure
Subjects:	G Geography. Anthropology. Recreation > GN Anthropology (General) > GN1-890 Anthropology > GN301-674 Ethnology. Social and cultural anthropology
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Nor Afiqah Mohd Adnan
Date Deposited:	10 Nov 2025 00:38
Last Modified:	10 Nov 2025 02:56
URII:	http://shdl.mmu.edu.my/id/eprint/14789

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