This paper investigates international students' acculturation, an important aspect for universities to consider when they try to develop a positive loyal customer relationship with international students. The paper presents the influences of social media usage on international students' acculturation process in both psychological and behavioural aspects, and whether international students' acculturation predicts students' academic achievement, perceived value and university loyalty. Self-identification is examined for its moderating effect between social media usage and Chinese international students' acculturation. This study collected samples from Chinese international students studying in UK universities. The results find that Chinese international students' psychological acculturation to the host culture has no significant relationship with their academic achievement, but their strong self-identification can help with their host culture acculturation. This study makes contributions in current acculturation research and managerial practice for universities which target international markets. © 2018 Elsevier Inc.

Psychological acculturation Social media usage Perceived value Loyalty Behavioural acculturation Self-identification Cultural acculturation

perception psychological acculturation Economic and social effects international trade student psychology social media Acculturation Cultural acculturation Behavioral research Loyalty Perceived value Behavioural acculturation United Kingdom Students university sector public relations academic performance Social networking (online)