Yes / Building on the global branding literature, brand relationship theory and social identity theory, this study investigates the relationship between perceived brand globalness (PBG) and user engagement (active/passive) on
global social networks (GSN). Additionally, the study investigates the mediating effects of two distinct forms of
user identification (i.e., user identification with the GSN brand and user identification with the GSN community)
as well as the moderating effects of user global identity on the relationship between PBG and user engagement
with such brands. Covariance-based structural equation modeling was used to analyse data collected from users
of a GSN (i.e., Facebook) in the United Kingdom (UK) and India. The results indicate that PBG significantly
influences both active and passive user engagement. This relationship is mediated by users' identification with a
GSN brand and community. Additionally, the findings indicate that the associations between PBG and user
engagement (active/passive) on GSN vary as a function of users' global identity. The results also demonstrate
some country-specific variations in key relationships. Finally, the study offers useful recommendations for social
media managers to rethink and redesign their user engagement strategies, keeping in mind global cultural
diversity.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/18993 |
| Date | 06 June 2022 |
| Creators | Akram, M.S., Malhotra, N., Goraya, M.A.S., Shareef, M.A., Malik, A., Lal, Banita |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Published version |
| Rights | © 2022 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/), CC-BY |
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