Global social networking sites and global identity: A three-country study

Drawing on social identity theory and self-verification theory, this study seeks to delineate the relationship between global identity and global social networking sites usage. Despite the significance of users’ motivation in predicting SNS usage, there has been insufficient focus on other potential drivers that are relevant in today’s global and competitive marketplace. This study aims to fill this gap by providing a comprehensive framework of the role of global identity in shaping SNS behavior through users’ motivation. Empirical evidence from 696 global SNS users in Austria, Indonesia and Thailand are analyzed in order to test the underlying mechanism of the suggested relationship. In addition, findings reveal differences across countries that are indicators of the existence of some country-specific patterns. Finally, this research extends the current literature on digital and international marketing and provides SNS managers with nuanced insights into marketing strategies they should follow in different country contexts.