*Kavitha Balakrishnan, Ajitha Angusamy, Nimithashree Palraj, Endah Triasuti

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.

Keywords: Social media exposure, cultural acculturation, ethnic identity, social, cognitive, hedonic use