Question

How might social media and popular culture affect a company’s functional strategies for international expansion, particularly regarding products and promotion?

Answer 1

Influence through online social media highly affect consumer behaviour and consumer attitude. A company's potential and current consumers from different countries build relationships and interact with each other. Therefore, influence either takes place from their peers or in the process. It is important to mention that the consumers in social media coem from different cultural backgrounds and due to this the impact will be different. Social media has made it possible to reach a large number of people that have common interests. Furthermore, a large number of online forums and popular social media provides an unparalleled platform where members of a community can share their experiences of a particular product and publicize their opinions as well.

It is seen that the capitalist economy of less developed countries has gained the advantage through the enrichment of the popular cultures. Companies have commercialized such cultures at the international level and also have brought the artists and artisans at the forefront. Therefore, it can be said that social media highlights the experiences of the communities regarding a product or promotion. Companies receive valuable insights and if the experiences are positive, it helps them to carry out the international expansion.