Marketing Strategies of Enterprises' International Development in a Digital Environment: A Literature Review Based on Cross-Cultural Social Media Communication

Abstract

Digital transformation has reshaped firms' international marketing practices, with social media emerging as a vital communication channel for global brand outreach, yet cross‑cultural frictions often weaken marketing effectiveness. This paper adopts the literature review method. By sorting out studies collected from mainstream academic databases, it explores digital international marketing, cross‑cultural social media communication and corresponding corporate strategies. It first analyzes how digital platforms and big data analytics remodel traditional ways to enter foreign markets, pushing firms to focus more on long‑term brand relationship building. Drawing on cross‑cultural dimension theories, this work discusses how cultural differences exert moderating impacts on marketing performance, and explores the balance between global standardization and localized operation. It further investigates creator collaboration and interactive two‑way social media tactics, with special focus on resource‑constrained small and medium‑sized enterprises. This literature review also highlights the value of combining digital capabilities with culture‑responsive marketing practices during overseas expansion. Such integration enables firms to lift audience engagement, strengthen brand trust and adapt marketing plans to diverse consumer contexts. Finally, this review identifies research limitations including scarce cross‑national comparative evidence and insufficient studies on long‑term brand reputation. It also offers suggestions for future empirical exploration.