Geopolitical Risks, Consumer Behavior, and Enterprise Marketing Strategies in the Era of Globalization and Emerging Social Media

Hongfei Peng ()
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Hongfei Peng: University of Science and Technology

A chapter in Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025), 2025, pp 524-535 from Springer

Abstract: Abstract This paper delves deeply into the complex relationship between geopolitical risks and consumer behavior against the backdrop of deepening globalization. Geopolitical risks occur frequently, and their impacts on the international order and consumer decision - making are becoming increasingly evident. Emerging social media has become a new driving force for geopolitical changes and influences consumer behavior. Geopolitical events of different “severities” such as wars, diplomatic disputes, and sanctions have diverse effects on consumers. Consumer heterogeneity caused by social and cultural backgrounds and personal factors leads to a variety of consumer responses. Theories such as social identity explain the mechanisms of these impacts. Therefore, differential marketing strategies are proposed for multinational groups, small and medium - sized enterprises, and domestic enterprises to help enterprises adapt to the changes.

Keywords: Consumer behavior; Social media; Enterprise strategies (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-770-0_59

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DOI: 10.2991/978-94-6463-770-0_59

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