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Antecedents and outcomes of interpersonal influences and the role of acculturation: The case of young British-Muslims
Authors:Ahmad Jamal  Syadiyah Abdul Shukor
Institution:1. Cardiff Business School, Marketing and Strategy Group, Cardiff University, Colum Drive, Cardiff CF10 3AX, UK;2. Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia
Abstract:Prior research considers antecedents and outcomes of interpersonal influence without consideration of acculturation. Data collected from 222 young British-Muslims using focus groups, in-depth interviews and questionnaires identifies significant antecedents and outcomes concluding that self-congruity, clothing conformity, need for uniqueness and modesty are major contributors to susceptibility to interpersonal influence. Acculturation moderates the effects of self congruity and susceptibility to interpersonal influence. The paper discusses implications for clothing retailers suggesting that self-congruity, conformity and modesty require closer attention to develop effective promotion and product strategies. The study is first of its kind within the UK ethnic minorities market.
Keywords:Interpersonal influence  Acculturation  Self-congruity  Modesty  British-Muslims and ethnic minorities
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