International Journal of Management

The rapid global diffusion of smartphones has transformed mobile devices into the primary interface between firms and consumers, reshaping how engagement is created, maintained, and monetized across international markets. Mobile marketing—encompassing mobile advertising, in-app communication, SMS/MMS, mobile social media, location-based services, and mobile commerce—enables firms to interact with consumers in real time and within highly personal contexts. However, international consumer engagement through mobile channels is shaped by substantial heterogeneity in culture, technology infrastructure, privacy norms, and regulatory environments. This paper develops an integrative conceptual framework explaining how mobile marketing drivers (personalization, interactivity, ubiquity, contextual relevance, and trust) influence cognitive, emotional, and behavioral engagement across countries. Drawing on international marketing, mobile communication, and consumer behavior literature, the study synthesizes prior findings, proposes testable research propositions, and outlines a multi-country empirical design. Managerial and policy implications are discussed, emphasizing culturally sensitive, permission-based, and value-oriented mobile strategies. The paper concludes with future research directions for advancing theory and practice in international mobile marketing

Online consumer privacy concerns are among the most persistent barriers to digital commerce, yet they vary substantially across countries. This study develops a cross-national framework explaining how cultural values (e.g., individualism–collectivism, uncertainty avoidance), institutional factors (e.g., regulatory strength, trust in government and firms), and digital-marketplace practices (e.g., personalization intensity, tracking transparency, and consent usability) jointly shape privacy concern levels and downstream behaviors. Drawing on Communication Privacy Management theory and the privacy calculus perspective, we propose a model linking cross-national antecedents to privacy concerns, perceived control, and behavioral outcomes such as information withholding, ad avoidance, opt-out usage, and platform switching. We outline a comparative research design using measurement invariance procedures to enable valid cross-country comparisons and propose hypotheses for future empirical tests. The paper provides managerial guidance for designing culturally sensitive privacy experiences and policy insights for harmonizing privacy governance while respecting local norms.

Digital branding in global markets has shifted from “broadcast and remember” to “engage, personalize, and earn trust continuously.” Brands now compete inside platform ecosystems where discovery, social proof, community, and conversion occur in compressed cycles. At the same time, global scaling demands careful handling of cultural meaning, language, and local norms, while maintaining a coherent brand identity. This paper synthesizes prior research and proposes an integrative framework for global digital branding that connects (1) strategic identity and positioning, (2) platform and channel architecture, (3) localization and cultural design, (4) data-driven personalization and measurement, and (5) trust and governance across markets. We provide actionable strategy levers, implementation considerations, and key metrics for practitioners. The paper concludes with research directions on AI-mediated brand experiences, cross-platform attribution, and resilience to reputational shocks in a volatile digital media environment.