SOCIAL MEDIA CAPTIONING AS A TOOL FOR GLOCALIZATION IN GLOBAL BRAND ADVERTISING AND ITS IMPACT ON CONSUMER PERCEPTION AND LOYALTY IN CHENNAI CITY

Abstract

In the era of digital connectivity, social media has become a powerful platform for global brands to engage diverse audiences through localized communication. This study examines the role of social media captioning as a strategic tool for glocalization and its influence on consumer perception and brand loyalty in Chennai, a culturally rich metropolitan city in India. Using a descriptive and analytical research design, data were collected from 210 respondents aged 18–35 through structured questionnaires. SPSS were used to analyse the data. Techniques like percentage analysis, factor analysis, correlation and cluster analysis were employed. The findings highlight three key dimensions shaping consumer response to localized captioning: Cultural Connection & Emotional Engagement, Customer Perception & Loyalty, and Regional Identity & Brand Accessibility. Further, emotional engagement, cultural relatability, and perceived brand affinity emerged as independent yet significant determinants of consumer attitudes. Cluster analysis revealed that most respondents fall into moderately engaged and highly engaged groups, reinforcing the effectiveness of culturally adapted messaging. The study concludes that glocalized social media captions enhance brand relatability, trust, and long-term loyalty, making them a vital strategy for global brands seeking resonance in culturally diverse markets.