Purpose: The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/Approach: Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses. Findings: Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS. Practical implications: Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context. Originality/value: This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

Nowadays, there are many trends and changes happening in the market industry, in order to cope with the rise of technologies. Brands are finding new, modern, and revolutionary ways in order to elevate their identities into new levels. Therefore, the adoption of motion graphics and videos yield remarkable improvements in marketing in general. The benefits of motion graphics and its impact on the field of design and marketing have attracted the attention of researchers and businesses around the world. This thesis focuses on the benefits of motion graphics in branding, and how it can add more values, opportunities, and movement to digital brand identities in order to make brands live and breathe. First, the term “Motion Graphics” is introduced and defined, for it is a vague concept for some of the viewers. In addition, a small description of the history of branding and motion graphics is touched upon, in order to give the viewers, the idea of where both fields came from and how they evolved to the level they are now. Second, the thesis uses a qualitative method such as semi-structured interviews, together with data through the insights, experiences, and knowledge of professional designers working in the field. The interview method is chosen because it is best suited to provide a more complete understanding of the research problem than quantitative data for this specific topic. Then this thesis continues to illustrate the importance of adding motion graphics in every digital brand. Where each brand can have its own unique style of animation that can differentiate their identity in the market. Therefore, some examples are presented as well as some successful digital brands that have their own animation and illustration style that make their identity stand out. Finally, the results show that motion graphics is indeed in demand and may become a norm to be added in every digital brand toolkit. In addition, motion graphics can add dynamism, can reflect the digital brand and its attributes in a better way, help brands convey their messages in a more effective way, and can increase the value and make it more suitable for social media.