GLOCAL BRAND STORYTELLING IN DIGITAL MEDIA: IDENTITY, CULTURE, AND ALGORITHMS

This volume brings together theoretical and empirical perspectives on the transformation of brand storytelling within digital media ecosystems shaped by algorithmic mediation. The chapters collectively examine how global brands negotiate identity, meaning, and cultural representation in online environments characterized by platform logics, data-driven visibility, and participatory communication. A central focus of the book is the role of digital actors and interfaces in reshaping brand narratives across global and local contexts. In particular, the contributions analyze the influence of digital influencers and networked publics in recasting brand stories, highlighting how authenticity, trust, and cultural resonance are constructed and contested within digitally mediated branding practices. The volume further explores the ways in which local cultural values inform patterns of online engagement with global brands. By foregrounding the interaction between culture, technology, and communication, the chapters offer critical insights for scholars and practitioners seeking to understand culturally responsive and strategically coherent branding in the contemporary digital landscape.