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The Socializing Role of Expatriate Online Platforms
Abstract
This chapter discusses the role of Information and Communication Technologies (ICTs) in expatriates' secondary socialization into new consumption environments. On the basis of the qualitative study of a question and answer platform directed at expatriates in Brussels, this chapter differentiates between market orientation and socialization practices online. It shows how processes of market simplification, market guidance, and market manipulation co-exist both in expatriates' orientation and socialization in the new consumption context. The findings of this study firstly provide insights into the consequences of those online interactions for nationalism, where digital tools may in fact reduce expatriates' cosmopolitanism. Secondly, the study shows how collaborative knowledge construction on those platforms creates new forms of market adaptation.
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