This event has now finished.
Our study explores the effect of global consumer identity on attitudes towards global digital brands. Hedonic, utilitarian and social motivation are introduced as mediators. 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 global consumer identity influences attitudes towards global SNS (Facebook and Instagram). Based on data collected from 355 young adults in a developing country, a set of hypotheses was tested. Results show that users with a global identity enjoy participating in global SNS and find them useful. Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital products to developing countries.