Maximizing Global Brands Impact through Social Media Marketing

AbuRaya, R., Yassin, M., & Ali, S. A. (2023). Accounting for customer satisfaction: evidence of corporate performance value relevance from top global brands. Journal of Financial Reporting and Accounting, 21(2), 486-507.
Aggestam, K., Rosamond, A. B., & Hedling, E. (2024). Digital norm contestation and feminist foreign policy. International Studies Perspectives, 25(2), 226-245.
Ahmad, W., Battisti, E., Akhtar, N., Ahmad, M. I., & Rehman, R. U. (2023). Global retailers' CSR initiatives during COVID-19 crisis: a cross-cultural examination. International Marketing Review, 40(5), 1054-1070.
Alam, M. M. D., & Patwary, A. K. (2021). Global brand and global consumers. In Cross-border e-commerce marketing and management (pp. 148-171). IGI Global.
Al-Gasawneh, J., Alsoud, M., Alhawamdeh, Z. M., Bani-Ata, T. J., Alghizzawi, M., & Daoud, M. K. (2024, February). Exploring the Influence of Digital Marketing Strategies on Enhancing Customer Satisfaction in Contemporary Business Environments. In 2024 2nd International Conference on Cyber Resilience (ICCR) (pp. 1-7). IEEE.
Ali, N. A. M., & Gafar, M. H. A. (2023). Emerging trends and research patterns in international branding strategies: A bibliometric analysis. Social and Management Research Journal, 20(2), 117-135.
Areiza-Padilla, J. A., & Cervera-Taulet, A. (2023). Consequences of xenocentrism and ethnocentrism on brand image of Starbucks: moderating effects of national culture and perceived brand globalness between Colombia and Spain. Cross Cultural & Strategic Management, 30(2), 348-374.
Azer, J., & Ranaweera, C. (2022). Former customers’ E-WOM in social media platforms: An investigation of motives, network size and social ties. Journal of Business Research, 146, 118-133.
Bayda?, A., Ata, S., & Co?kuner, M. (2023). Effects of content marketing on customer satisfaction and brand loyalty. Journal of Social Sciences, (2), 37-46.
Ballabh, S. (2024). Social Media Marketing: Strategies and Impact on Business. Gyan Management, 18(1), 1-6.
Barbosa, B., Saura, J. R., Zekan, S. B., & Ribeiro-Soriano, D. (2024). RETRACTED ARTICLE: Defining content marketing and its influence on online user behavior: a data-driven prescriptive analytics method. Annals of Operations Research, 337(Suppl 1), 17-17.
Baršyt?, J., Ruzeviciute, R., Neciunskas, P., & Schlegelmilch, B. B. (2023). When “Global” Becomes a Challenge: The Role of Freshness in Food Brand Preference Formation. Journal of International Marketing, 31(4), 23-35.
Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., & Chumpitaz, R. (2016). Global brand ownership: The mediating roles of consumer attitudes and brand identification. Journal of Business Research, 69(9), 3629-3635.
Bibilashvili, L. (2013). Cultural Characteristics and Global Branding. Caucasus Journal of Social Sciences, 6(1), 146-160.
Bigdellou, S., Aslani, S., & Modarres, M. (2022). Optimal promotion planning for a product launch in the presence of word-of-mouth. Journal of Retailing and Consumer Services, 64, 102821.
Boseila, I., Mahrous, A. A., & Abouaish, E. (2023). Global brands or local heroes? A comparative study of Egyptian consumer perceptions and behaviors in the fashion and apparel industry. American Journal of Business, 38(4), 211-228.
Bryan, N. M., Keni, K., Negara, E. S., & Dharmawan, P. (2023). Pengaruh brand competence, brand trust, brand experience, dan e-wom terhadap brand loyalty dompet digital. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 7(1), 17-29.
Chang, S., Li, A., Wang, X., & Zhang, J. (2023). Optimal combination of platform channel contract and guarantee financing strategy in e-commerce market. Transportation Research Part E: Logistics and Transportation Review, 172, 103094.
Chang, S., Li, A., Wang, X., & Zhang, J. (2023). Optimal combination of platform channel contract and guarantee financing strategy in e-commerce market. Transportation Research Part E: Logistics and Transportation Review, 172, 103094.
Chatzipanagiotou, K., Azer, J., & Ranaweera, C. (2023). E-WOM in the B2B context: Conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957.
Chen, X., Yu, S. C., & Sun, X. (2023). Brand Equity, Customer Perception, and Sustainable Willingness to Pay Premium: Evidence from International Education Industry. International Journal of Sustainable Development & Planning, 18(2).
Cleveland, M., & Bartikowski, B. (2023). Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad. Journal of Business Research, 155, 113405.
Connell, C., Marciniak, R., & Carey, L. D. (2023). The Effect of Cross-Cultural Dimensions on the manifestation of customer engagement behaviors. Journal of International Marketing, 31(1), 32-48.
Cortez, R. M., Johnston, W. J., & Dastidar, A. G. (2023). Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?. Journal of Business Research, 155, 113388.
Cottan, A., Purba, J. T., Parani, R., & Wijaja, A. W. (2023). Exploring the longevity of global foodservice brands; top CEO’s reveal how their companies have survived and thrived for over 50 years. Journal of International Food & Agribusiness Marketing, 1-24.
Cucato, J. D. S., Bizarrias, F. S., Strehlau, V. I., Rocha, T., & Silva, D. (2023). Xenocentrism, ethnocentrism, and global culture influence on consumer preference for global and local brands. Journal of International Consumer Marketing, 35(3), 351-366.
Del-Pino Espinoza, A. D., & Veloz de la Torre, F. R. (2020). What the Brand brands: A reading from the contribution of Sectoral Brands to the competitiveness of the regions. https://doi.org/10.4995/inn2019.2019.10020
Di Leo, A., Sfodera, F., Cucari, N., Mattia, G., & Dezi, L. (2023). Sustainability reporting practices: an explorative analysis of luxury fashion brands. Management decision, 61(5), 1274-1297.
Drennan, T., Nordman, E. R., & Safari, A. (2023). Does a Sustainable Orientation Affect Global Consumers' Relationships with International Online Brands?. In Creating a Sustainable Competitive Position: Ethical Challenges for International Firms (pp. 219-236).
Farrag, D. A. R., & Abu Gharara, S. R. (2023). Can Arab-origin brands go global? An exploratory study. Journal of Islamic Marketing, 14(8), 2045-2069.
Fatmawati, I., & Amanati, A. K. (2023). How Does Consumer Experience with Cosmetics Products Create EWOM, Satisfaction, and Loyalty?. Jurnal Manajemen Bisnis, 14(1), 53-71.
Fayvishenko, D., Cherniavska, L., Bondarenko, I., Sashchuk, T., Sypchenko, I., & Lebid, N. (2023). The impact of brand social media marketing on the dynamics of the company’s share value. Business: Theory and Practice, 24(1), 24-32.
Filipovi?, J., Šapi?, S., & Dla?i?, J. (2023). Social media and corporate image as determinants of global and local brands purchase: Moderating effects of consumer openness to foreign cultures. ????????? ? ????????????? ? ???????, 11(1), 79-94.
Fu, L. (2022). A brand image design service model using the visual communication technology under the background of internationalization. Wireless Communications and Mobile Computing, 2022(1), 5922967.
Giszterowicz, A. (2015). Marka i jej twórcy–uj?cie globalne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie, 946(10), 141-156.
Golestanizadeh, M., Sarvari, H., Cristofaro, M., & Chan, D. W. (2023). Effect of applying business intelligence on export development and brand internationalization in large industrial firms. Administrative Sciences, 13(2), 27.
Gunawan, E., & van den Hoven, P. J. (2017). Global Brand Identity as a Network of Localized Meanings. International Journal of Marketing Studies, 9(2), 56-67.
Gupta, S., & Bothra, N. (2023). Is CSR still optional for Luxury Brands, or can they afford to ignore it?. Int. J. Exp. Res. Rev, 35, 169-176.
Hadiyati, R. (2024). From Content to Commerce: Investigating the Role of Content Marketing in Driving Sales and Brand Engagement. Management Studies and Business Journal (PRODUCTIVITY), 1(3), 355-368.
Handaningtias, U. R., & Ariyani, N. (2023). Content marketing sebagai alat membangun keterikatan konsumen: analisis konten bts di media sosial youtube. ijd-demos, 5(1).
Hardiyanah, T., Hidayati, R., Nasution, A. H., Muslikh, M., & Marhamah, S. (2023). Pengaruh Content Marketing, Sales Promotion, Personal Selling Dan Brand Image Terhadap Minat Beli Pada CV Laditri Karya. Journal of Accounting, Management, and Economics Research (JAMER), 1(2).
Hassan, A. A., & Wang, J. (2024). Cultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels. Journal of Global Marketing, 37(2), 138-158.
Haushalter, K., Pritschet, S. J., Long, J. W., Edwards, C. G., Boyland, E. J., Evans, R. K., & Masterson, T. D. (2023). User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform. Public Health Nutrition, 26(4), 716-724.
Hernández, L. P. (2015). Approaching the utopia of a global brand. Multimodality and Cognitive Linguistics, 78, 61.
Hong, E., Park, J., Jaroenwanit, P., Siriyota, K., & Sothonvit, A. (2023). The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer. Journal of Retailing and Consumer Services, 70, 103167.
Hong, R., Zhang, Z., Zhang, C., & Hu, Z. (2023). Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands. International Marketing Review, 40(1), 49-79.
Hossain, M. A., Kalam, A., Nuruzzaman, M., & Kim, M. (2023). The power of live-streaming in consumers’ purchasing decision. SAGE Open, 13(4), 21582440231197903.
Ikpe, E., England, L., & Comunian, R. (2024). Fashion designers as lead firms from below: Creative economy, state capitalism and internationalization in Lagos and Nairobi. Competition & Change, 10245294231222658.
Irfan, I., Au, A. K. M., Khurshid, F., & Chan, F. T. (2023). Learning by supplying to climb the value chain: suppliers’ transition from B-to-B to B-to-C. Supply Chain Management: An International Journal, 28(4), 641-665.
Ishaq, M. I., Raza, A., Bartikowski, B., & Sarwar, H. (2023). Masstige Marketing: A scale development and validity study. Journal of Business Research, 166, 114112.
Izharuddin, M., Hadi, F. S., & Lestyorini, M. C. (2023). Evaluation of World University Rankings of Southeast Asia HEIs Image. Wiga: Jurnal Penelitian Ilmu Ekonomi, 13(1), 38-45.
Jakubanecs, A., Supphellen, M., Helgeson, J. G., Haugen, H. M., & Sivertstøl, N. (2023). The impact of cultural variability on brand stereotype, emotion and purchase intention. Journal of Consumer Marketing, 40(1), 112-123.
Jiang, Z., Wang, H., Xue, J., & Zhai, T. (2022). Propelling consumer engagement via entrepreneurs' live streaming?. Frontiers in Psychology, 13, 890707.
Jie, W., & Bhaumik, A. (2023). The Power of Destructive Innovation Generation and Evolution: Changes in Customer Value System. Advancement in Management and Technology (AMT), 3(3), 1-7.
Jinyoung Yoo, J., Choi, S., & Song, H. (2023). Effect of brand prominence on fashion advertising images on Instagram: a computational analysis. International Journal of Advertising, 42(2), 384-407.
Kim, J. J. (2023). Brand personality of global chain hotels, self-congruity, and self-discrepancy on customer responses. International Journal of Hospitality Management, 114, 103565.
Kral, P., & Janoskova, K. (2020). Consumer perception of global branded products quality. In SHS Web of Conferences (Vol. 74, p. 01018). EDP Sciences.
???????, ?. ?., & ????????, ?. ?. (2024). ?????-?????????? ???????? ? ??????????? ????????????? ??????????. ??????????? ???????, (190), 280-286.
Kumar, J. (2022). Psychological ownership towards online brand communities driving brand engagement: a visitors’ perspective. Journal of Strategic Marketing, 30(4), 355-388.
Lang, L. D., Behl, A., Guzmán, F., Pereira, V., & Del Giudice, M. (2023). The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market. International Marketing Review, 40(1), 127-154.
Lawrence, J., & Mulaw, S. G. (2024). Global Marketing Management: Challenges And Opportunities In The International Market. Educational Administration: Theory And Practice, 30(4), 889-898.
Le, H., & Edwards Jr, D. B. (2023). Singapore’s educational export strategies:‘branding’and ‘selling’education in a favourable global policy marketspace. Comparative Education, 59(1), 38-58.
Leite, Â., Rodrigues, A., & Lopes, S. (2024). Customer connections: A cross-cultural investigation of brand experience and brand love in the retail landscape. Administrative Sciences, 14(1), 11.
Li, G., Cao, Y., Lu, B., Yu, Y., & Liu, H. (2023). Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising, 42(7), 1178-1200.
Li, G., Tang, P., & Feng, J. (2023). How streamer channels influence luxury brand sales in live streaming commerce: an empirical study. Asia Pacific Journal of Marketing and Logistics, 35(12), 3069-3090.
Li, N., Xuan, C., & Chen, R. (2024). Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context. Journal of Retailing and Consumer Services, 80, 103890.
Li, W., Dong, Y., & Tang, Y. (2024). Celebrity, peer, and personal norms: Examining the influences of different norms on fans’ online engagement intentions regarding fandom philanthropy. Current Psychology, 43(18), 16463-16475.
Liang, Y., Liang, X., & Wei, H. (2023). Differential game study of competitive supply chain based on sustainable innovation of public technology. IEEE Access.
Lima, U. M., & Lee, K. (2023). Governance and asymmetry in global value chains of the coffee industry: Possibility for catch-up by emerging economies. Seoul Journal of Economics, 36(1).
Liu, S., Chakravarty, D., & Beamish, P. W. (2023). An emerging market multinational Company's internationalization: From original equipment manufacturer to global brand leader. Thunderbird International Business Review, 65(5), 501-517.
Liu, Y. (2023). Study the Cultural Value and Marketing Strategy of Luxury Brands -Taking Chanel as an Example. Advances in Economics, Management and Political Sciences, 58(1).
Lu, M. Y. (2023). Content marketing: Why do firms handicap themselves with brand-neutral in a competitive environment. Working paper.
Ma, Y. (2023). From Beans to Cups: A Comprehensive Study of Starbucks Sustainability Marketing and Impact on Brand Loyalty. Advances in Economics, Management and Political Sciences, 61, 9-16.
Manisa, R., & Sar?, S. (2023). The role of perceived quality, customer satisfaction and brand parity in developing brand loyalty in global e-commerce sites. Journal of Management and Economics Research, 21(3), 238-252.
Maru, C., & Sai Vijay, T. (2024). The relationship between electronic word of mouth and brand: A systematic review and future research agenda. International Journal of Consumer Studies, 48(2), e13017.
Mertzanis, C., Marashdeh, H., & Ashraf, S. (2024). Female corporate leadership, institutions and financing constraints around the world. International Journal of Managerial Finance, 20(1), 40-70.
Mim, K. B., Jai, T., & Lee, S. H. (2022). The influence of sustainable positioning on eWOM and brand loyalty: analysis of credible sources and transparency practices based on the SOR model. Sustainability, 14(19), 12461.
Mittal, G., & Bansal, R. (2023). Driving force behind consumer brand engagement: the metaverse. In Cultural marketing and metaverse for consumer engagement (pp. 164-181). IGI Global.
Nareswari, A. (2023). The Compassionate Global Brand: A Bridge Between Brand Globalness and Brand Love for Sustainable Brands. Jurnal Ilmu Manajemen Advantage, 7(2), 199-207.
Nascimento, J., & Loureiro, S. M. C. (2024). Mapping the sustainability branding field: emerging trends and future directions. Journal of Product & Brand Management, 33(2), 234-257.
Naseem, N. (2017). Global brands and drivers of consumers' purchase behavior: A multi-Dimensional perspective. Wayne State University.
Nguyen, N. P., & Mogaji, E. (2022). Emerging economies in fashion global value chains: Brand positioning and managerial implications. In Fashion Marketing in Emerging Economies Volume I: Brand, Consumer and Sustainability Perspectives (pp. 109-133). Cham: Springer International Publishing.
Niros, M. I., Niros, A., Pollalis, Y., & Ding, Q. S. (2023). Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis. International Marketing Review, 40(5), 1012-1034.
Niu, B., Ruan, Y., & Xu, H. (2024). Less is more? Channel separation to mitigate triple competition and combat copycats in agency e-commerce. European Journal of Operational Research, 315(1), 242-270.
Niu, B., Yu, X., & Dong, J. (2023). Could AI livestream perform better than KOL in cross-border operations?. Transportation Research Part E: Logistics and Transportation Review, 174, 103130.
Nobre, H., Kumar, A., Kastanakis, M. N., & Paul, J. (2023). Consumers' relationship with mass prestige brands and happiness. European Management Review, 20(2), 306-325.
Obad?, D. R., Dabija, D. C., & Câmpian, V. (2024). Predictors of social media users’ intention to donate online towards international NGOs in the fake news era. Humanities and Social Sciences Communications, 11(1), 1-12.
Özturan, P., & Grinstein, A. (2022). Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on Twitter. Journal of International Marketing, 30(3), 72-82.
Park, S., Jeong, S., Jang, S., Yoon, S. W., & Lim, D. H. (2018). Critical review of global leadership literature: Toward an integrative global leadership framework. Human Resource Development Review, 17(1), 95-120.
Pawar, S., & Dhumal, V. (2024). The role of technology in transforming leadership management practices. Multidisciplinary Reviews, 7(4), 2024066-2024066.
Peng, Y. (2023). Are we becoming part of a global culture?. Journal of Education, Humanities and Social Sciences, 15, 195-201.
Pereira, T., Loureiro, S. M. C., & Sarmento, E. M. (2022). Achieving Brand Engagement and Brand Equity Through Co-creation Process. Journal of Creative Communications, 17(3), 303-318.
Pérez Hernández, M. D. P. M. (2015). Ambientes innovadores en México: el caso del Corredor Industrial El Bajío. Revista de Geografía Norte Grande, (62), 203-221.
Phong, V. T., & Anh, V. M. D. (2023). Impact of the Bank’s Image and Reputation on Customer’s Loyalty through Customer’s Trust: A Case of Commercial Banks in Ho Chi Minh City. Open Journal of Business and Management, 11(5), 2652-2685.
Pöhlmann, M., Seitz, J., Jambrino-Maldonado, C., & de las Heras-Pedrosa, C. (2024). Conceptualizing Agile Branding: Dimensions and Antecedents for Managing Brands in a Dynamic Environment. Administrative Sciences, 14(6), 112.
Purba, J. O., Christina, C., Wijaya, E., & Syahputra, H. (2023). Promotion, Brand Image, and Customer Relationship Management on Aluminum Purchase Decisions at PT Global Alumindo Perkasa. Luxury: Landscape of Business Administration, 1(1), 11-22.
Prawira, R. H., & Ahmadi, D. (2023, January). Strategi Content Creator sebagai Public Relations guna Membangun Brand Image. In Bandung Conference Series: Public Relations (Vol. 3, No. 1, pp. 310-316).
Radavi?i?t?, G., & Meidut?-Kavaliauskien?, I. (2023). The impact of social networks on supply chain management: Case studies of the food, fashion, and cosmetics industries. Journal of service, innovation and sustainable development., 4(1), 32-41.
Rahimnia, F., & Sarvari, T. (2019, January). Investigating the Effect of Global Brand on Willingness to Pay More by Mediation of Brand Perceived Quality, Brand Image, and Brand Prestige. In 2019 15th Iran International Industrial Engineering Conference (IIIEC) (pp. 70-75). IEEE.
Rahman, F., Mukhlis, I., Murwani, F. D., & Said, A. A. (2023). Analysis of micro small enterprises (MSEs) customer satisfaction in a global context studies on Shoraya Batik Indonesia. International Journal of Scientific Multidisciplinary Research, 1(3), 167-180.
Ramadania, R., Suh, J., Rosyadi, R., Purmono, B. B., & Rahmawati, R. (2023). Consumer ethnocentrism, cultural sensitivity, brand credibility on purchase intentions of domestic cosmetics. Cogent Business & Management, 10(2), 2229551.
Ramadhani, J. Y., & Prasasti, A. (2023). Brand trust capacity in mediating social media marketing activities and purchase intention: a case of a local brand that go-global during pandemic. Indonesian Journal of Business and Entrepreneurship (IJBE), 9(1), 81-81.
Revilla-Camacho, M. A., Rodriguez-Rad, C., Garzon, D., Sanchez del Rio-Vazquez, M. E., Prado-Roman, C., & Palacios-Florencio, B. (2022). Analysis of the influence of reputation, identity and image on the country brand. Academia Revista Latinoamericana de Administración, 35(2), 163-182.
Rietmann, C. (2023). Corporate responsibility and place leadership in rural digitalization: the case of Hidden Champions. European Planning Studies, 31(2), 409-429.
Risitano, M., La Ragione, G., & Quintano, M. (2023). The role of live streaming digital platforms to sustain brand strategies: An exploratory study. In Proceedings of International Marketing Trend Conference 2023.
Rizky, M. E., & Hariasih, M. H. (2024). Consumer Loyalty: Brand Perception, Trust, Product Quality, and the Mediating Role of Customer Satisfaction. Academia Open, 9(2), 10-21070.
Rodrigues, C., Brandão, A., Billore, S., & Oda, T. (2024). The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective. Journal of Brand Management, 31(3), 293-309.
Roy Bhattacharjee, D., Kuanr, A., Malhotra, N., Pradhan, D., & Moharana, T. R. (2023). How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review, 40(6), 1480-1508.
Ruippo, L., Koivula, H., Korhonen, J., Toppinen, A., & Kylkilahti, E. (2023). Innovating for sustainability: attributes, motivations, and responsibilities in the Finnish food packaging ecosystem. Circular Economy and Sustainability, 3(2), 919-937.
Saeed, I., Khan, J., Zada, M., & Zada, S. (2024). Employee sensemaking in organizational change via knowledge management: leadership role as a moderator. Current Psychology, 43(7), 6657-6671.
Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2023). Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective. International Journal of Emerging Markets, 18(3), 685-704.
Safeer, A. A., & Liu, H. (2023). Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm. Journal of Product & Brand Management, 32(2), 330-342.
Sajin, V., Sajin, A., & ?vigun, I. (2024). Impactul digitaliz?rii asupra companiilor ce vând produse prin mediul online. Simpozion ?tiin?ific al Tinerilor Cercet?tori, Edi?ia a 21-a: Culegere de Lucr?ri ?tiin?ifice, Vol. 1, 206–209.
Sajin, V. (2022). Social media marketing and digital marketing. In Simpozion ?tiin?ific al tinerilor cercet?tori (pp. 175-178).
Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12-26.
Samiee, S. (2019). Reflections on global brands, global consumer culture and globalization. International Marketing Review, 36(4), 536-544.
Samosir, J., Purba, O., Ricardianto, P., Dinda, M., Rafi, S., Sinta, A., ... & Endri, E. (2023). The role of social media marketing and brand equity on e-WOM: Evidence from Indonesia. International Journal of Data and Network Science, 7(2), 609-626.
Schlegelmilch, B. B. (2022). Global branding and communication. In Global Marketing Strategy: An Executive Digest (pp. 253-288). Cham: Springer International Publishing.
Schroeder, J., Borgerson, J., & Wu, Z. (2016). A brand culture perspective on global brands. In The Routledge companion to contemporary brand management (pp. 153-163). Routledge.
Segarwati, Y., Rakhmaniar, A., Azka, Z., Gunawan, I., & Jamaludin, M. (2023). Enhancing Brand Awareness in TikTok: The Impact of Marketing Communication on Social Media Platforms. Research Horizon, 3(5), 554-565.
Shah, Z., Olya, H., & Monkhouse, L. L. (2023). Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures. International Marketing Review, 40(1), 102-126.
Shahabadi, A., Amjadian, S., Ghasemifar, S., & Shafieian, M. (2023). The effect of the national brand on high-tech exports in selected countries. Journal of Innovation and Entrepreneurship, 12(1), 54.
Sheth, D. (2023). The impact of digital marketing on global brand image: A customer segmentation approach. International Journal of Science and Research Archive, 10(1), 730-735.
Shu, S. (2023). Zooming in and out of Apple Inc.: An Organizational Behavior Analysis of Individual and Team Levels. Advances in Economics, Management and Political Sciences, 63(1).
Spielmann, N., Williams, C., & Kohli, A. K. (2024). Local roots and global responsibility: terroir brands and their responsible engagement. Journal of international marketing, 32(3), 65-82.
Steenkamp, J. B. E. (2020). Global brand building and management in the digital age. Journal of International Marketing, 28(1), 13-27.
Sudarevic, T., & Maric, D. (2018). Global brands in digital era. Anali Ekonomskog fakulteta u Subotici, 54(39), 89-98.
Sylvia, S., & Ramli, A. H. (2023). The Influence Of E-WOM On Purchase Intention With Brand Image As A Mediator Variable. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1535-1544.
Taylor, C. R., Rajabi, M., Rathee, S., & Zamani, S. (2023). The impact of self-identification with global consumer culture on eWOM generation: a test of global consumer culture theory. Journal of Marketing Communications, 1-27.
Thuyet, N. T. (2023). Factors affecting the development of heritage tourism: research and development of some models. Revista de Gestão e Secretariado, 14(10), 18924-18948.
Tian, X., & Arif, L. S. B. M. (2023). Determination of customer brand loyalty on airlines in Malaysia. Migration Letters, 20(6).
Tse, S. Y., Wang, D. T., Cheung, M. L., & Leung, W. K. (2023). Do digital platforms promote or hinder corporate brand prestige?. European Journal of Marketing, 57(4), 987-1013.
Ul Abideen, Z., & Fuling, H. (2024). Non-financial sustainability reporting and firm reputation. Evidence from Chinese listed companies. International Journal of Emerging Markets.
Vaziri, M., Llonch-Andreu, J., & López-Belbeze, P. (2023). Brand clarity of local and global brands in fast-moving consumer goods: an empirical study in a Middle East country. Journal of Islamic Marketing, 14(1), 1-22.
Vrabi??Brodnjak, U., & Jestratijevi?, I. (2024). The future of baby cosmetics packaging and sustainable development: A look at sustainable materials and packaging innovations–A systematic review. Sustainable Development.
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok famous: Strategies for global brands to engage consumers in an emerging market. Journal of International Marketing, 31(1), 106-123.
Webb, A., Cloutier, A., & Brouard, F. (2023). Innovations in global sports brands management: the case of FC Barcelona’s Barça Museum. Managing Sport and Leisure, 1-21.
Weiger, W. H. (2023). Engaging business customers through online experiences in different cultures. Journal of International Marketing, 31(3), 59-79.
Weinandy, T. J., Chen, K., Pozo, S., & Ryan, M. J. (2023). Twitter-patter: how social media drives foot traffic to retail stores. Journal of Marketing Analytics, 1-19.
Widjaja, S. G. (2022, August). The Impact of E-WOM, Online Communities, Online Advertisement on Brand Loyalty, and Buying Behaviour During COVID-19 Pandemic. In 2022 International Conference on Information Management and Technology (ICIMTech) (pp. 455-459). IEEE.
Whysall, Z., & Bruce, A. (2023). Changing the C-suite: opportunities and threats for leadership diversity and equality. Management Decision, 61(4), 975-995.
Williams, S., & Murphy, D. F. (2023). Learning from each other: UK global businesses, SMEs, CSR and the sustainable development goals (SDGs). Sustainability, 15(5), 4151.
Winit, W., Kantabutra, S., & Kantabutra, S. (2023). Toward a Sustainability Brand Model: An Integrative Review. Sustainability, 15(6), 5212.
Witek-Hajduk, M. K., & Zaborek, P. (2022). Social media use in international marketing: Impact on brand and firm performance. International Journal of Management and Economics, 58(2), 121-142.
Xia, X. (2023). Brand Reputation Management in a Chinese Higher Educational Institution. Pacific International Journal, 6(4).
Xiong, W. (2023). Research on Branding and Cross-Cultural Communication Based on Chinese Culture--Taking Florasis as an Example. Advances in Economics, Management and Political Sciences, 34, 215-223.
YAMASHITA, T., EIBO, A., & KASAMATSU, K. (2022). Psychological effects of English and Arabic in global corporate logos. ?????????? (Web), 21(2), 175-179.
Yang, K. (2024). Golden Arches Across Cultures: Understanding McDonalds Global and Local Consumer Behavior. Advances in Economics, Management and Political Sciences, 68(1).
Ye, M., & Ching, T. C. (2023). Research and application flow-based live-streaming shopping towards compulsive buying. Annals of Operations Research, 1-29.
Y?lmaz, M. K., & Altunay, H. T. (2023). Marketing insight from consumer reviews: Creating brand position through opinion mining approach. Telematics and Informatics Reports, 11, 100094.
Yu, H. Y., Yang, D., Yoder, C., & Sonmez, M. (2023). It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands. Young Consumers, 24(5), 558-576.
Yu, Q., Zhang, M., & Ju, Y. (2023). BMW's International Marketing Strategy Analysis. Advances in Economics, Management and Political Sciences, 42, 89-96.
Zhang, G. (2023). The Influence of Social Media Marketing on Consumers' Behavior. Advances in Economics, Management and Political Sciences, 20, 119-124.
Zhang, X. (2023). Starbucks’ Global Journey: Internationalization, Challenges, and Brand Positioning. Journal of World Economy, 2(3), 45-47.
Zhang, X. (2024). How do leading Japanese cosmetic brands use consumer culture positioning strategies in China? Investigating six Japanese brands’ advertisements on Weibo. Media Asia, 1-25.
Zhao, W., & Zheng, X. Place Open-up Co-creation Strategy, Brand Trust and Host Country Consumer Acceptance.
Zou, Y. (2023). Apple’s Brand Marketing Strategy: A Case Study on Brand Image and Customer Engagement. Highlights in Business, Economics and Management, 23, 712-715.

Yuefei, Z., Teo, P.-C., & Baskaran, S. (2024). Maximizing Global Brands Impact through Social Media Marketing. International Journal of Academic Research in Business and Social Sciences, 14(10), 1867–1890.

Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode