• Date and time: Thursday 5 December 2019, 1pm to 2pm
  • Location: LMB/023, Law and Management Building, Campus East, University of York (Map)
  • Audience: Open to staff, students (postgraduate researchers only)
  • Admission: Free admission, booking not required

Event details

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.

Dr Karolos Papadas, The York Management School

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