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

Building on the global branding literature, brand relationship theory and social identity theory, this study investigates between perceived globalness (PBG) user engagement (active/passive) networks (GSN). Additionally, mediating effects of two distinct forms identification (i.e., with GSN community) as well moderating PBG such brands. Covariance-based structural equation modeling was used to analyse data collected from users a Facebook) in United Kingdom (UK) India. The results indicate that significantly influences both active passive engagement. This is mediated by users' community. findings associations vary function identity. also demonstrate some country-specific variations key relationships. Finally, offers useful recommendations for media managers rethink redesign their strategies, keeping mind cultural diversity.