User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity
View/
Published version (1.086Mb)
Download
Publication date
2022-08Keyword
Active and passive user engagementBrand globalness
Global identity
User identification
Social networks
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/)Peer-Reviewed
YesOpen Access status
openAccessMetadata
Show full item recordAbstract
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.Version
Published versionCitation
Akram MS, Malhotra N, Goraya MAS et al (2022) User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity. Technological Forecasting and Social Change. 181: 121771.Link to publisher’s version
https://doi.org/10.1016/j.techfore.2022.121771Type
ArticleCollections
Related items
Showing items related by title, author, creator and subject.
-
Global Responses to Global Threats: Sustainable Security for the 21st CenturyThis major report was the result of an 18-month long research project examining the various threats to global security, and sustainable responses to those threats. Current security policies assume international terrorism to be the greatest threat to global security, and attempt to maintain the status quo and control insecurity through the projection of military force. The authors argue that the failure of this approach has been clearly demonstrated during the last five years of the 'war on terror' and it is distracting governments from the real threats that humanity faces. Unless urgent action is taken within the next five to ten years, it will be extremely difficult, if not impossible, to avoid a highly unstable global system by the middle years of the century.
-
Beyond Terror: The Truth About the Real Threats to Our World.Is international terrorism really the single greatest threat to world security? Since the 9/11 attacks, many Western governments assume terrorism to be the greatest threat we face. In response, their dangerous policies attempt to maintain control and keep the status quo by using overwhelming military force. This important book shows why this approach has been such a failure, and how it distracts us from other, much greater, threats of climate change, competition over resources, marginalisation of the majority of the world and global militarisation. Unless urgent, coordinated action is taken in the next 5-10 years on all these issues it will be almost impossible to avoid the earth becoming a highly unstable place by the middle years of this century. Beyond Terror offers an alternative path for politicians, journalists and concerned citizens alike.
-
Transformation From Below?: The Role of Civil Society Organizations in the Global Governance of the Response to HIV/AIDS.This thesis contributes to debates on the role of civil society organizations (CSOs) in global governance by asking if their participation in the global response to HIV/AIDS has been transformative – with transformation conceptualized as change towards a more equitable order. Adopting a critical International Relations approach, and applying qualitative methods, it analyzes how CSOs used the initial failure of biomedical responses to the epidemic to advance a human rights frame, which justified their participation in global governance. This frame complemented conceptions of AIDS exceptionalism, and has recently shifted in response to an increased focus on key populations. CSOs continue to advance the rights frame in global institutions – the focus here being on how they have done so within UNAIDS and the Global Fund to Fight AIDS, Malaria and Tuberculosis. However, rigid bureaucracies and dominant power relationships limit CSOs’ ability to transform these institutions to be more responsive to and representative of those affected by the epidemic. CSOs have further struggled to influence the largest global donors of the HIV/AIDS response – the Global Fund and PEPFAR – to direct greater resources to rights-based initiatives, despite CSO participation in resource mobilization. Though CSO participation has been restricted by donor state power, bureaucratic structures, and changes in the political economy of global health, CSOs have continued to promote potentially transformative alternatives, and so have continued to represent the interests of those most affected by the epidemic. This allows potential for further transformative alternatives.
