Far apart yet close by: Social media and acculturation among international students in the UK

This paper investigates international students' acculturation, an important aspect for universities to consider when they try to develop a positive loyal customer relationship with international students. The paper presents the influences of social media usage on international students' acculturation process in both psychological and behavioural aspects, and whether international students' acculturation predicts students' academic achievement, perceived value and university loyalty. Self-identification is examined for its moderating effect between social media usage and Chinese international students' acculturation. This study collected samples from Chinese international students studying in UK universities. The results find that Chinese international students' psychological acculturation to the host culture has no significant relationship with their academic achievement, but their strong self-identification can help with their host culture acculturation. This study makes contributions in current acculturation research and managerial practice for universities which target international markets. •Social media impacts on Chinese international students' acculturation in the UK.•Self-identification and social media usage interact and has its significant impact on students' acculturation.•Academic achievement has little to do with their psychological host culture acculturation.•Chinese international students' academic achievements lead to their perceived university value and university loyalty.•Managerial implications are recommended towards Chinese international students as target market.