The Impact of Social Media on International Marketing Strategies

Research output: Contribution to journalArticlepeer-review


The purpose of this paper is to review critically the studies on the
impacts of social media on international marketing strategies.
Research gaps and future research directions were identified. A
systematic review method was used. Authors reviewed 42 articles
from high quality academic journal papers between 2009 and 2020.
Eight existing research areas were grouped under macro,
organisation and individual levels. Cross-cultural factors,
international branding, social media international advertising, and
other social media research on international marketing are four
emerging research fields. Findings of social media effect on
marketing outcome variables were presented. Specific future
research questions were proposed for future research.
Original languageEnglish
Article number15(7)
Pages (from-to)933-952
JournalInternational Journal of Innovation, Creativity and Change
Publication statusPublished - 2021


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