Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)

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Short-Form Video Marketing of Chinese Born-Global Brands: A Review of Strategic Evolution and Emerging Frontiers

Authors
Siyu Li1, *
1The National University of Malaysia, Bangi, 43600, Malaysia
*Corresponding author. Email: 1790664389@qq.com
Corresponding Author
Siyu Li
Available Online 26 February 2026.
DOI
10.2991/978-2-38476-541-6_57How to use a DOI?
Keywords
Chinese born-global brands; short-form video marketing; strategic evolution; AI-augmented content; cross-cultural marketing; platformed glocalization
Abstract

This integrative review synthesizes the last five years of interdisciplinary scholarship on how Chinese born-global firms transform short-form video platforms from experimental traffic channels into a governance-governed strategic engine for accelerated internationalization. Adopting a dynamic-capability lens that fuses platformed glocalization, S-O-R, narrative transportation, UTAUT2 and emerging AI-ethics perspectives, we trace a six-stage evolutionary arc—spark, amplify, tailor, signal, automate and optimize—and surface six cross-cutting frontiers that now structure the field: cultural hybridity versus authenticity, algorithmic power games, consumer psychology’s shift from flow to friction, AI-augmented metrics, verifiable ESG storytelling, and geopolitical volatility. By mapping theoretical mechanisms onto strategic practices across regions, industries and firm sizes, the paper bridges micro-level consumer responses and macro-level market-entry logics, offering a future research agenda grounded in longitudinal, mixed-methods and SME-specific inquiry rather than single-market, cross-sectional snapshots.

Copyright
© 2026 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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Volume Title
Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 February 2026
ISBN
978-2-38476-541-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-541-6_57How to use a DOI?
Copyright
© 2026 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.

Cite this article

risenwbib
TY  - CONF
AU  - Siyu Li
PY  - 2026
DA  - 2026/02/26
TI  - Short-Form Video Marketing of Chinese Born-Global Brands: A Review of Strategic Evolution and Emerging Frontiers
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 509
EP  - 526
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_57
DO  - 10.2991/978-2-38476-541-6_57
ID  - Li2026
ER  -