Digital Marketing Adaptation to Trade Wars and Geopolitical Sanctions: A Conceptual Perspective on Social Media Strategies in Global Brand Communication

Abstract

This study is going to look at how problems with trade, which are happening because of trade arguments, fights and sanctions from countries affect international trade and how brands communicate. It is really important to remember that the problems between the US and China and the sanctions that came from this fight have changed trade and therefore how global brands communicate in different markets. In this situation using the internet to market products, social media has become very important for brands to be seen and heard in a very uncertain world. Even though people have already written about trade and how to use digital marketing they mostly looked at what happens when everything is stable and not many people have thought about how international trade problems affect digital marketing.

This study is based on ideas from Dynamic Capability Theory and Institutional Theory. It wants to see how global brands change their digital marketing plans when the world is very uncertain because of international trade fights and sanctions from countries. By looking at what people have written about international trade and digital marketing this study wants to make a model that shows how social media helps global brands communicate when the world is very uncertain because of international trade problems.

This study helps us understand marketing better by showing the connection, between international trade problems and digital marketing plans. The study also shows how important digital marketing is for global brands to communicate when the world is very uncertain.