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

DOI

10.2991/978-94-6463-770-0_59How to use a DOI?

Keywords

Consumer behavior; Social media; Enterprise strategies

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hongfei Peng
PY  - 2025
DA  - 2025/06/26
TI  - Geopolitical Risks, Consumer Behavior, and Enterprise Marketing Strategies in the Era of Globalization and Emerging Social Media
BT  - Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025)
PB  - Atlantis Press
SP  - 524
EP  - 535
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-770-0_59
DO  - 10.2991/978-94-6463-770-0_59
ID  - Peng2025
ER  -