Global-local consumer identities as drivers of global digital brand usage

Volume: 36, Issue: 5, Pages: 702 - 725
Published: Sep 9, 2019
Abstract
Purpose The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover,...
Paper Details
Title
Global-local consumer identities as drivers of global digital brand usage
Published Date
Sep 9, 2019
Volume
36
Issue
5
Pages
702 - 725
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