Abstract Over the last decade, digitalization has been a subject of increasing attention among scholars and practitioners. The main goal of this research is to present a comprehensive conceptual model based on cultural and religious diversity in digital marketing. This research mainly include to introduction creolization concept and the elements (color, music, cloths and custom) as the most important factor in digital advertisement and branding. In this regard, this study examines Instagram consumer products users from 5 different subcultures in Iran (Lor, Kurdish, Baluch, Arab and Azeri), and considers the impact of creolization elements on digital advertising, brand identity and brand globalization. Data were collected by sending 1200 questionnaire via email to subcultures and then analyzed using LISREL software. Contribution: The results suggest that creolization elements significantly affect digital advertisement, brand identity and brand globalization. Consequently all hypotheses were accepted. On the other hand, the impact of brand identity and digital advertisement on the brand globalization was also confirmed. Discussion and managerial implications concerning creolization were explained.

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