Analysis of the Think Globally, Act Locally Approach in Acer Brand Digital Communication

Abstract

This study analyzes the application of the "Think Globally, Act Locally" digital communication strategy in the global technology brand, Acer. The focus of the research is on how Acer balances the consistency of its global brand identity with the adaptation of messages at the local level through social media channels (Instagram) and its official website. Using a comparative qualitative content analysis method, this study compares the digital content of Acer Global, Acer Taiwan (country of origin), Acer Indonesia, and Acer India (market countries) accounts. This study analyzed a total of 120 Instagram posts (consisting of the 30 most recent uploads per account) and 7 official Acer website platforms across the Global, Taiwan, Indonesia, and India levels. Data collection was conducted to represent current digital communication practices through the early 2026 period. The findings show that Acer applies standardization to core visual identity elements such as logos and signature green colors, but selectively adapts language, communication style, use of local brand ambassadors, and content context according to the cultural characteristics and market needs of each country. Acer Indonesia shows a strong local orientation through the use of the Indonesian language and the involvement of local public figures. In contrast, Acer India uses English as a bridge of communication amid national cultural diversity. This study concludes that flexibility in cross-channel digital communication enables global technology brands to maintain international credibility while building emotional relevance with local audiences.