Akram, Muhammad S and Malhotra, Neeru and Goraya, M Awais and Shareef, Mahmud and Malik, Aneela and Lal, Banita (2022) User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity. Technological Forecasting and Social Change, 181. p. 121771. DOI https://doi.org/10.1016/j.techfore.2022.121771
Akram, Muhammad S and Malhotra, Neeru and Goraya, M Awais and Shareef, Mahmud and Malik, Aneela and Lal, Banita (2022) User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity. Technological Forecasting and Social Change, 181. p. 121771. DOI https://doi.org/10.1016/j.techfore.2022.121771
Akram, Muhammad S and Malhotra, Neeru and Goraya, M Awais and Shareef, Mahmud and Malik, Aneela and Lal, Banita (2022) User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity. Technological Forecasting and Social Change, 181. p. 121771. DOI https://doi.org/10.1016/j.techfore.2022.121771
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.
Item Type: | Article |
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Uncontrolled Keywords: | Active and passive user engagement; Brand globalness; Global identity; User identification; Social networks |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 09 Jun 2022 16:28 |
Last Modified: | 30 Oct 2024 20:47 |
URI: | http://repository.essex.ac.uk/id/eprint/32942 |
Available files
Filename: TFSC.pdf
Licence: Creative Commons: Attribution 3.0