Year: 2024
Type: article
Abstract: In the era of global brand development, utilizing innovative technology tools has become key to global brand marketing. Social media marketing (SMM) has become an essential component, forcing brands to stand out in an increasingly competitive digital landscape. Despite the immense potential of social media as a powerful medium for global marketing, many multinational companies still struggle to capitalize on its benefits to increase their brand influences. Although academic research recognizes social media as an important marketing tool for enhancing brand influence, the specific impact of social media marketing on global brand marketing campaigns remains underexplored. This study examines how SMM can maximize the role of global brand influence, proposing a conceptual model that integrates the dimensions of cultural influence, customer connection, and social prestige. It highlights how content marketing, live streaming, and electronic word-of-mouth (E-WOM) affect key brand outcomes such as brand image, engagement, and loyalty. This study provides important academic insights and practical guidelines for global brand management and serves as a basis for a literature review with recommendations for future exploration in the area of cross-cultural adaptation and the integration of emerging digital technologies in brand management.
Authors: Zhang Yuefei, Poh-Chuin Teo, Shathees Baskaran
Institution: University of Technology Malaysia
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403607660