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

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    Published version (1.086Mb)
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    Publication date
    2022-08
    Author
    Akram, M.S.
    Malhotra, N.
    Goraya, M.A.S.
    Shareef, M.A.
    Malik, A.
    Lal, Banita
    Keyword
    Active and passive user engagement
    Brand 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
    Yes
    Open Access status
    openAccess
    
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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.
    URI
    http://hdl.handle.net/10454/18993
    Version
    Published version
    Citation
    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.2022.121771
    Type
    Article
    Collections
    Management and Law Publications

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