The role of online communities for Canadian immigrants: knowledge and support systems provided by Reddit
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Date
2025
Authors
Koshuta, Makayla R.
University of Lethbridge. Dhillon School of Business
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Publisher
Lethbridge, Alta. : University of Lethbridge, Dhillon School of Business
Abstract
This research study examined how Canadian newcomers seek and share settlement information on Reddit. Applying a transformative consumer research (TCR) lens, the research study explores motivational factors behind information sharing on social media within the context of the Canadian immigrant community on Reddit. The key hypothesized factors for immigrants’ motivations to share information regarding the Canadian immigrant settlement process on Reddit include empathy, sense of community, and advocacy and activism. The study analyzed 10 Reddit discussion threads obtained through data scraping, with a total of 691 comments after data cleaning, using qualitative content analysis as well as some quantitative analyses for hypothesis testing. The results of the study revealed a significant expression of shared experience and advocacy and activism within the Reddit conversations, as well as a small positive correlation and statistically significant relationship between empathy and shared experience. The findings also revealed that many immigrants tend to seek informal information and supports from Reddit, rather than through formal settlement support organizations such as government and non-profit organizations. Overall, this research study provides a better understanding of how settlement information is sought and shared by existing and prospective Canadian immigrants through Reddit discussion forums. These findings can benefit those engaged in transformative service research and social marketing efforts to facilitate immigrant settlement in Canada.
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Keywords
Canadian immigrants , Reddit , Canadian newcomers , Online community , Content analysis , Data scraping , Information sharing motivations