The Role of Digital Content in Shaping Global Consumer Behavior

Abstract

Global consumer behaviour has undergone drastic changes due to the proliferation of online content on social networking sites, streaming platforms, and e-commerce websites. This article aims to investigate how customers' purchase intentions, brand loyalty, and cross-cultural consuming habits are influenced by digital information. TAM (Technology Acceptance Model) and the model known as the Elaboration (ELM) serve as a foundation for the quantitative research methodology used in this work. A total of 300 participants from six countries on three continents of the world will be interviewed using a structured questionnaire. The data will be analysed using structural equation modelling, confirmatory factor evaluation, and multiple regression analysis. The findings indicate that social media involvement (β = 0.412, p < .001), influencer credibility (β= 0.298, p < .001), and content genuineness (β = 0.267, p < .001) are the three major determinants of purchase intention in consumers, contributing a total of 68.4% variance (R² = .684). In addition, it was observed that personalization and localization of digital content acted as moderators on behavioral effects based on geographical segments. The contribution of the present study to marketing literature is its empirical model that clarifies the effects of specific characteristics on the digital content on users’ behavior across different cultures. Implications of the results are also provided for marketing professionals and policymakers working in the realm of digital marketing across borders.