Glocalization of consumer culture: An emerging pattern in the post-globalized world

Abstract

Purpose: The paper delves into the intricate and often contradictory nature of consumer identities in our modern landscape, where the rise of digital platforms reshapes how we engage with the world. It explores the implications of this dynamic environment on marketing strategies, revealing the depth and complexity of consumer behavior in an era defined by constant connectivity and curated online experiences. Design/methodology/approach: This is a conceptual paper built on the emerging body of literature in consumer studies, international marketing, international business, information systems and general management. Findings: We develop a conceptual scaffolding for a novel term, ‘Glocalization of consumer culture’, by delving into scholarly works and industry reports and position it as an integral component of post-global consumer culture. Originality: The paper coins and theorizes a new concept ‘glocalization of consumer culture’ that is built upon a typology of complex political identity and digital consumer culture. Practical implications: The paper offers useful insights into why and how post globalized consumers vary in terms of their attitude toward global and local brands. Accordingly, international marketers can develop useful segmentation and positioning strategies.