Global-local consumer identities as drivers of global digital brand usage

Makri, Aikaterini and Papadas, Karolos-Konstantinos and Schlegelmilch, Bodo B. ORCID: (2019) Global-local consumer identities as drivers of global digital brand usage. International Marketing Review, 36 (5). pp. 702-725. ISSN 0265-1335

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

Download (358kB)


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.

Item Type: Article
Keywords: Hedonic motivation, Global digital brands, Global-local identity, Social networking sites usage
Divisions: Departments > Marketing > Internationales Marketing Management
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 10 Jan 2019 15:42
Last Modified: 26 Nov 2020 09:02
Related URLs:


View Item View Item


Downloads per month over past year

View more statistics