GLOCAL BRAND STORYTELLING: PSYCHOLOGY, MEDIA, AND DIGITAL INCLUSION

This volume brings together interdisciplinary studies that examine glocal branding through psychological, cultural, and data-driven perspectives. The chapters collectively address how global brands adapt narratives, communication strategies, and value propositions to resonate with diverse local contexts while operating within increasingly interconnected media and market systems. A central theme of the book is the psychological dimension of glocal brand storytelling, with particular attention to emotional engagement, identity formation, and cultural resonance. The contributions analyze how cross- cultural communication—especially within national media contexts such as Nigerian television—mediates meaning, audience interpretation, and brand adaptation across cultural boundaries. The volume further incorporates empirical, data-driven analyses of digital inclusion and financial brand glocalization across multiple countries. By integrating psychological theory, media studies, and quantitative insights, the chapters provide a comprehensive academic framework for understanding glocal branding dynamics in contemporary digital and socio-economic environments.