THE IMPACT OF DIGITAL TECHNOLOGIES ON INTERNATIONAL MARKETING: RESHAPING GLOBAL MARKET ENTRY STRATEGIES AND CONSUMER ENGAGEMENT
DOI:
https://doi.org/10.5281/zenodo.19627375Ключевые слова:
digital technologies; international marketing; e-commerce; social media marketing; cross-border digital strategy; globalization; consumer behavior; digital transformationАннотация
This article examines the transformative impact of digital technologies on international marketing, focusing
on how firms leverage digital tools to enter foreign markets, engage cross-cultural consumer segments, and sustain
competitive advantage in an increasingly interconnected global economy. The study employs a mixed-method approach,
combining a systematic literature review with a comparative case analysis of three multinational corporations—Amazon,
Alibaba, and Samsung—based on primary and secondary data for the period 2018-2024.
The findings indicate that digital technologies, including social media platforms, artificial intelligence (AI)-driven analytics,
search engine optimization (SEO), and e-commerce infrastructure, have significantly redefined traditional market entry
frameworks such as the Uppsala Internationalization Model and the OLI (Ownership-Location-Internalization) paradigm.
Furthermore, the results show that firms adopting integrated digital marketing strategies achieve a 34% higher international
market penetration rate compared to those relying primarily on conventional approaches.
The study highlights the strategic balance between global standardization and local adaptation (glocalization), emphasizes
the role of platform ecosystems in reducing cultural distance, and provides practical recommendations for firms from
emerging markets seeking to expand globally. Overall, the article contributes to the literature on digital globalization
by offering a comprehensive framework for understanding the interaction between technological adoption, consumer
behavior, and geopolitical factors in international marketing.
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