Quotation Makri, Aikaterini, Papadas, Karolos-Konstantinos, Schlegelmilch, Bodo B. 2018. Global-local consumer identities as drivers of global digital brand usage. International Marketing Review.




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. 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. 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. 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. 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.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Marketing Review
Citation Index SSCI
WU-Journal-Rating new MAR-B, STRAT-B, WH-B
Language English
Title Global-local consumer identities as drivers of global digital brand usage
Year 2018
DOI https://doi.org/10.1108/IMR-03-2018-0104
Open Access Y
Open Access Link https://www.emeraldinsight.com/eprint/XTsi9WxsFaI7bzvZqf8H/full


Makri, Aikaterini (Details)
Schlegelmilch, Bodo B. (Details)
Papadas, Karolos-Konstantinos (The York Management School, University of York, Freboys Lane, Heslington York, YO10 5GD, United Kingdom, United Kingdom)
Institute for International Marketing Management IN (Details)
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