Socially networked endorsements: Exploring the relationship between social identification and online marketing in multicultural societies
Document Type
Article
Source of Publication
International Communication Gazette
Publication Date
1-1-2025
Abstract
This study examines the trends and effectiveness of online social networks to target youth for precision marketing under the varied mediating role of cultural dispositions, innovative aptitude, and perceived medium credibility in emerging yet distinctive marketplaces. We conducted an online survey (N = 577) in three countries representing different social, economic, and cultural values to investigate the relationships between the variables. The social identity framework was used as a theoretical framework. The results revealed that external factors like recommendations, product offers, and appearance are more relevant than an individual's traits and dispositions when evaluating products on social networks. These findings clarify the existing work and offer methodological and practical implications.
DOI Link
ISSN
Publisher
SAGE Publications
Disciplines
Communication
Keywords
credibility, culture, innovation, product endorsement, Social identification, social networking
Scopus ID
Recommended Citation
Rasul, Azmat; Asim, Mian Muhammad; and Shin, Donghee, "Socially networked endorsements: Exploring the relationship between social identification and online marketing in multicultural societies" (2025). All Works. 7056.
https://zuscholars.zu.ac.ae/works/7056
Indexed in Scopus
yes
Open Access
no
