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 five 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 is 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.