THE IMPACT OF DIGITAL TECHNOLOGIES ON INTERNATIONAL MARKETING: RESHAPING GLOBAL MARKET ENTRY STRATEGIES AND CONSUMER ENGAGEMENT

Aziz Kurbanovich Abdullaev, Ne’matullyev Bekmirzo Bozorboy O‘g‘li and Abdusalomov Samandar Azizbek O‘g‘li

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 4

Abstract: This article examines the transformative impact of digital technologies on international marketing, focusingon how firms leverage digital tools to enter foreign markets, engage cross-cultural consumer segments, and sustaincompetitive advantage in an increasingly interconnected global economy. The study employs a mixed-method approach,combining a systematic literature review with a comparative case analysis of three multinational corporations—Amazon,Alibaba, and Samsung—based on primary and secondary data for the period 2018-2024.The findings indicate that digital technologies, including social media platforms, artificial intelligence (AI)-driven analytics,search engine optimization (SEO), and e-commerce infrastructure, have significantly redefined traditional market entryframeworks such as the Uppsala Internationalization Model and the OLI (Ownership-Location-Internalization) paradigm.Furthermore, the results show that firms adopting integrated digital marketing strategies achieve a 34% higher internationalmarket penetration rate compared to those relying primarily on conventional approaches.The study highlights the strategic balance between global standardization and local adaptation (glocalization), emphasizesthe role of platform ecosystems in reducing cultural distance, and provides practical recommendations for firms fromemerging markets seeking to expand globally. Overall, the article contributes to the literature on digital globalizationby offering a comprehensive framework for understanding the interaction between technological adoption, consumerbehavior, and geopolitical factors in international marketing.

Keywords: digital technologies; international marketing; e-commerce; social media marketing; cross-border digital strategy; globalization; consumer behavior; digital transformation (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:4:id:10048

DOI: 10.5281/zenodo.19627375

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