Digitalization and expatriate cross-cultural adjustment: the role of mobile apps

Purpose
This study explores the role of digitalization, especially mobile apps, in expatriate
cross-cultural adjustment. The role of digitalization is under-researched and under-recognized in the current literature on global mobility, but is becoming a significant
factor in expatriate cross-cultural adjustment.

Design/ methodology/ approach
As the research is exploratory, it uses qualitative methods, specifically in-depth
interviews and rigorous thematic analysis. It is based on 31 respondents from 16 higher education organizations across 10 cities in 5 provinces/ municipalities in China, a country with one of the highest levels of digitalization in daily life.

Findings
The most significant finding is that mobile apps are central to expatriate cross-cultural adjustment in China. Such apps both enable adjustment if used actively and hinder adjustment significantly if resisted or not used effectively. However high motivation was required to cope with the incompatibility between the infrastructure of mobile apps in China and expatriates’ previous experiences.

Research limitations/ implications
This study is based on expatriate academics in China, where digitalization is widespread and local apps rather than international apps are predominant. Hence expatriates may feel a greater impact of digitalization on daily life and work than in less digitalized societies. A major implication is that digitalization should be considered as a potentially significant factor in expatriate cross-cultural adjustment.

Practical implications
Host country governments, employers, app developers and expatriates, all need to
consider the use of mobile apps in cross-cultural adjustment and retention of expatriates.

Originality/ value
This study identifies the role of digitalization, especially mobile apps, in expatriate
cross-cultural adjustment in a highly digitalized environment, which has not been
recognized in previous research. It proposes the concept of “digital distance” that
should be considered alongside “cultural distance” in the context of expatriate cross-cultural adjustment.