Global and Local Identity Effects on Hedonic Motivation and SNS Value
Journal of Digital Business and International Marketing
Received On : 18 August 2025
Revised On : 15 September 2025
Accepted On : 25 September 2025
Published On : 05 January 2026
Volume 02, Issue 01, 2026
Pages : 001-009
Abstract
This study analyzes the impact of global and local identity on hedonic motivation and appraised value of social networking sites (SNSs) in culturally-different contexts. Using survey data from Austria and Thailand (n = 425), confirmatory factor evaluation and multi-group SEM approaches were employed to test the measurement validity, the measurement invariance, and the structural relationships. Our results show a high rate of reliability as well as cross-country measurement equivalence. Hedonic motivation is a significant mediator of the link between SNS value and identity constructs with significant cross-country differences that arise. Global identity plays a greater role in Thailand while local identity is more prominent in Austria. The results suggest the presence of culturally contingent identity mechanism to drive SNS engagement.
Keywords
Social Networking Sites, Global Identity, Local Identity, Hedonic Motivation, Measurement Invariance, Structural Equation Modeling.
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CRediT Author Statement
The authors confirm contribution to the paper as follows:
Conceptualization: Nur Azwani Mohamad Azmin; Methodology: Nguyen Quang Vu; Software: Nur Azwani Mohamad Azmin and Nguyen Quang Vu; Data Curation: Nur Azwani Mohamad Azmin and Nguyen Quang Vu; Writing- Original Draft Preparation: Nguyen Quang Vu; Visualization: Nur Azwani Mohamad Azmin; Supervision: Nur Azwani Mohamad Azmin; Validation: Nur Azwani Mohamad Azmin and Nguyen Quang Vu; Writing- Reviewing and Editing: Nur Azwani Mohamad Azmin and Nguyen Quang Vu; All authors reviewed the results and approved the final version of the manuscript.
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Author(s) thanks to Dr. Nguyen Quang Vu for this research completion and support.
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Cite this Article
Nur Azwani Mohamad Azmin and Nguyen Quang Vu, “Global and Local Identity Effects on Hedonic Motivation and SNS Value”, Journal of Digital Business and International Marketing, vol.2, no.1, pp. 001-009, January 2026, doi: 10.64026/JDBIM/2026001.