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

Seminar 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.

 

How to attend this seminar

This seminar is free to attend with no need to register in advance.

We welcome you to join us online on Wednesday 29 June at 1pm

 

Speaker bios

Muhammad S. Akram

 

Muhammad S. Akram is a Lecturer in marketing at the Essex Business School at the University of Essex. He is also the Programme Director for the MSc Marketing programme. His research focuses on the intersection of marketing and management. He is particularly interested in digital technologies and their impacts on consumer behaviour and marketing strategy. He has published articles in the leading peer-reviewed journals in marketing and management.

Neeru Malhotra

 

Neeru Malhotra is a Reader in marketing at the Essex Business School at the University of Essex. The main focus of Neeru’s research is in the area of Services Marketing, with an inter-disciplinary approach towards research on services marketing and management. Her research programme comprises three key areas such as internal marketing with a particular focus on frontline employee service performance and management, retailing and consumer behaviour with focus on e-services, and examining value co-creation in extended service encounters such as healthcare and higher education contexts. Her work has been published in leading journals such as Journal of Business Research, European Journal of Marketing, The International Journal of Human Resource Management, Information Systems Frontiers, Journal of Services Marketing, Journal of Service Management, Service Industries Journal, Journal of Marketing Management and Journal of Retailing and Consumer Services among others.

Aneela Malik

 

Aneela Malik is a Lecturer in marketing at the Essex Business School, University of Essex. She teaches in the areas of consumer behaviour and marketing strategy. Her research primarily focuses on consumer behaviour, brand management, international/global branding, and marketing communications. Her research has appeared in various prestigious journals, such as Psychology & Marketing, Journal of Retailing and Consumer Services, International Marketing Review, Electronic Markets, and Government Information Quarterly among others.