Mechanisms of action between social media chracteristics, perceived value , and cross-cultural adaptation

This study aimed to explore the mechanisms underlying the relationship between social media characteristics, perceived values, and cross-cultural adaptation among Chinese graduate students in Malaysia. Although previous cross-cultural studies have predominantly examined the effects of social media on cultural adaptation from an application-centred perspective, fewer past studies have examined the specific characteristics of social media and their influence on adaptation processes. With the advent of new communication technologies, cultural identities have been reinforced. They often exacerbate cultural differences and induce "culture shock" within cyberspace. This study employed a mixed-method research approach, integrating Partial Least Squares Structural Equation Modelling (PLS-SEM) to develop a model explaining the role of social media characteristics and perceived value in cross-cultural adaptation. Data were collected via a structured questionnaire from 270 Chinese international students pursuing master's or doctoral degrees in Malaysia, and analyzed using Smart-PLS 4.0. The results indicated that social media characteristics had a positive and significant effect on perceived value, and a modest positive effect on cross-cultural adaptation. Moreover, perceived value emerged as a significant predictor of cross-cultural adaptation, mediating the relationship between social media characteristics and adaptation. A single case study was conducted at a Malaysian university, involving interviews with five Chinese graduate students and two university staff members. Data were analyzed using Gioia's method. It revealed that "media distance" and "habits of use" helped explain the relatively weak association between social media characteristics and cross-cultural adaptation. This study contributed to a more nuanced understanding of the complex interplay between social media, perceived value, and cross-cultural adaptation.