Transcending language barriers in social media: A multidimensional analysis of native language influence on brand identification across European countries

Key Points

• Investing in native language strategies may enhance brand identification across diverse European audiences.
• Findings suggest a significant connection between native language usage and audience engagement metrics.
• Observational analysis of language influence highlights differing trends among European countries in social media.
• Supports the notion that brands using native languages can foster deeper connections, suggesting further exploration is needed.