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Keywords: Social media use
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Journal Articles
Journal:
International Marketing Review
International Marketing Review 1–29.
Published: 07 July 2026
...Mark Cleveland; Rajesh Iyer Purpose This paper aims to focus on members of the ethnic Indian diaspora living in the USA (Study 1) and Canada (Study 2) by examining the interplay of social media use (SMU) and four social identity-related constructs (ethnic identity, acculturation, cosmopolitanism...
Includes: Supplementary data
