Title: Hybrid Communication and Consumer Engagement: The Mediating Role of Cultural Identity in a Globalized Context - An Empirical Investigation of Vietnamese Consumers
Authors: Minh Quan DANG
Volume: 9
Issue: 3
Pages: 90-105
Publication Date: 2025/03/28
Abstract:
The transition from traditional to digital communication in global marketing has transformed how brands interact with consumers, raising critical questions about preserving cultural identity amid globalization pressures. This study investigates the effects of traditional, digital, and hybrid communication strategies on consumer engagement whilst examining the mediating role of cultural identity and the moderating influence of globalization exposure. Employing a quantitative approach through structural equation modelling with SmartPLS 4.0, this study analysed data from 285 Vietnamese consumers across three major urban centres. Results demonstrate that both traditional and digital communication positively influence consumer engagement, with hybrid approaches yielding superior outcomes. Cultural identity significantly mediates these relationships, whilst globalization exposure exerts differential moderating effects-negatively moderating traditional communication's impact while positively enhancing digital communication's influence. This research introduces the Hybrid Cultural Engagement Framework (HCEF), synthesising Customer Engagement Theory, Social Identity Theory, and Cultural Globalization Theory to provide a comprehensive understanding of consumer engagement in multicultural contexts. Our findings offer strategic insights for marketing practitioners navigating the complexities of cultural preservation within increasingly globalized marketplaces.