Impact of Localized SNS Advertising for Global Brands on Perceived Usefulness and Brand Evaluation

In line with the current trend of globalization, the global market is accelerating its expansion, making global brands increasingly significant on the economic landscape. SNS advertising is considered a new form of information dissemination and the most effective means of communication with consumers. Therefore, global brands must explore ways to effectively utilize local social media to adapt to the local culture and enhance brand awareness. This study aimed to examine the impact of SPAO's localized SNS advertising on consumers' perceived usefulness and brand evaluation in the Chinese market. As a result of testing the research hypothesis, it was found that localized SNS advertising had a positive effect on consumers' perceived usefulness and brand evaluation. Additionally, perceived usefulness was found to have a positive effect on brand evaluation. Meanwhile, consumer ethnocentrism was found to moderate the relationship between perceived usefulness and brand evaluation.