User engagement on global social networks: examining the roles of perceived brand globalness, identification and global identity

Muhammad S. Akram*, Neeru Malhotra, Muhammad Awais Shakir Goraya, Mahmud Akhter Shareef, Aneela Malik, Banita Lal

*Corresponding author for this work

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    Abstract

    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.
    Original languageEnglish
    Article number121771
    Number of pages14
    JournalTechnological Forecasting and Social Change
    Volume181
    Early online date1 Jun 2022
    DOIs
    Publication statusPublished - 1 Aug 2022

    Keywords

    • Active and passive user engagement
    • Brand globalness
    • Global identity
    • User identification
    • Social networks

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