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This effect is obvious when people engaged in the process come from different social and cultural backgrounds as is the case of a highly globalized environment (Martin & Nakayama, 2012). While this aspect is highly associated with social media, the computer-mediated communication has led to the creation of a continuity gap between innovations and traditional practices within a culture...

While this aspect is highly associated with social media, the computer-mediated communication has led to the creation of a continuity gap between innovations and traditional practices within a culture. Before the introduction of the social media and other computer-facilitated communication channels, innovation and traditions co-existed in a dynamically synchronized manner...

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