Borderless Media: Rethinking International Marketing

被引：54
|
作者：
Sheth, Jagdish N. [1 ]
机构：
[1] Emory Univ, Goizueta Business Sch, Mkt, Atlanta, GA 30322 USA
来源：
JOURNAL OF INTERNATIONAL MARKETING | 2020年 / 28卷 / 01期
关键词：
cross-cultural marketing; influencer marketing; international marketing; social media; word of mouth; WORD-OF-MOUTH; EMERGING MARKETS; SOCIAL MEDIA; STANDARDIZATION; STRATEGY;
D O I：
10.1177/1069031X19897044
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This article focuses on the impact of digital platforms on international marketing. It describes the evolution of social media and its influence on marketing. After identifying a typology of context for international marketing, the author identifies and describes five dimensions of value creation in marketing: access, affordability, acceptance, awareness, and activation. Finally, this article provides future implications for areas of research in social media and international marketing.
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页码：3 / 12
页数：10
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