Estratégias de marketing internacional e as implicações culturais: uma análise do impacto das mídias sociais dos atores globaisc, UNESCO e EBAY, e suas divergências estratégicas no âmbito digital

Abstract

This research delves into the international marketing strategies employed by UNESCO and eBay, with a specific focus on the cultural ramifications of their campaigns across social media platforms. Leveraging conceptual frameworks such as Lovemarks and BrandStoryCanvas, it scrutinizes how these globally pervasive organizations endeavor to forge emotional bonds with their international audience. Furthermore, the study investigates the strategic disparities between these entities within the digital landscape, taking into account factors such as cultural representation, identity, and a sense of belonging. By applying Cultural Dependency Theory, the aim is to comprehend how corporate marketing strategies are shaped by the intricate interplay between their cultural origins and the demographics of their target markets. This study contributes to a nuanced understanding of the intricate dynamics inherent in international relations and global marketing endeavors, underscoring the paramount importance of cultural acumen in crafting enduring global brands.