Journal of International Marketing

Literature Review and Discussion:

1. The Rise of Digitalization in Emerging Markets:

• Emerging markets are experiencing rapid digital adoption, with increasing internet and smartphone penetration. This creates new avenues for brands to reach and engage consumers.
• Social media platforms like Facebook, Instagram, TikTok, and local platforms are becoming critical touchpoints for brand interaction.
• Trend: Brands are increasingly leveraging mobile-first strategies to capitalize on the widespread use of smartphones in these markets.
• Future Research: Examining the effectiveness of localized mobile marketing strategies in different cultural contexts.
  • Source: Dwivedi, Y. K., Hughes, D. L., Coombs, C., Constantiou, I., Duan, Y., Edwards, J. S., ... & Williams, M. D. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, ¹ 59, 102168.  
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    jtiik.ub.ac.id

2. Social Media Influencer Marketing:

• Influencer marketing has emerged as a powerful tool for brand building in emerging markets, where trust in traditional advertising may be lower.
• Influencers can help brands build credibility, authenticity, and cultural relevance.
• Trend: Brands are increasingly collaborating with micro- and nano-influencers who have strong connections with specific target audiences.
• Future Research: Investigating the ethical considerations and regulatory challenges of influencer marketing in emerging markets.
  • Source: Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2020). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 46(1), 101810.

3. E-commerce and Cross-Border Trade:

• The growth of e-commerce platforms has facilitated cross-border trade and expanded market access for brands in emerging markets.
• Brands are increasingly adopting omnichannel strategies to integrate online and offline channels.
• Trend: The rise of cross-border e-commerce platforms is changing consumer behavior and creating new opportunities for global brands.
• Future Research: Analyzing the impact of logistics and supply chain management on the success of cross-border e-commerce in emerging markets.
  • Source: Leonidou, C. N., Fotiadis, T. A., Christodoulides, P., & Zeriti, A. (2021). Digital technologies as drivers of export marketing strategy: A conceptual framework. Journal of International Marketing, 29(1), 127-148.

4. Cultural Adaptation and Localization:

• Brands must adapt their marketing strategies to the cultural nuances and preferences of consumers in emerging markets.
• Localization of content, language, and imagery is crucial for building brand resonance.
• Trend: Brands are increasingly using data analytics and AI to personalize marketing messages and experiences for different cultural segments.
• Future Research: Examining the role of cultural intelligence in international marketing and the development of culturally sensitive marketing campaigns.
  • Source: Usunier, J. C., & Lee, J. A. (2020). Marketing across cultures. Pearson Education.

5. Building Brand Trust and Authenticity:

• In emerging markets, where consumer trust in brands may be lower, building authenticity and transparency is essential.
• Brands are increasingly focusing on corporate social responsibility (CSR) initiatives and sustainable practices to enhance their reputation.
• Trend: Brands are using storytelling and user-generated content to build emotional connections with consumers.
• Future Research: Investigating the impact of CSR initiatives on brand trust and consumer loyalty in emerging markets.
  • Source: Coombs, W. T., & Holladay, S. J. (2021). It's not just public relations: Public communication as strategic management. John Wiley & Sons.

Future Research Opportunities:

• The impact of artificial intelligence (AI) and machine learning on international marketing strategies in emerging markets.
• The role of virtual reality (VR) and augmented reality (AR) in enhancing customer engagement and brand experiences.
• The effectiveness of sustainable marketing practices in building brand equity and consumer loyalty.
• The impact of government regulations and policies on digital marketing practices in emerging markets.
• The effects of the ever changing global economy on international marketing practices.

By focusing on these trends and research opportunities, international marketing professionals can develop effective strategies for building successful brands in the dynamic and rapidly evolving landscape of emerging markets.

Okay, let's dive into a research project focusing on a current topic in international business, specifically within the realm of international marketing, using the Journal of International Marketing.

Topic Selection: The Impact of Digitalization and Social Media on Global Brand Building in Emerging Markets

Rationale: Digitalization and social media have fundamentally transformed marketing practices globally, but their impact is particularly pronounced in emerging markets. These markets often present unique challenges and opportunities for brand building, making this a compelling area of study.