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@article{185130,
        author = {Gargi Sharma and Dr. Bhavana Mehta},
        title = {The Social Media Role in International Marketing Practice Shaping: A Review},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {403-408},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185130},
        abstract = {Social media platforms have totally redefined international marketing practice to realize unheralded prospects for global reach and sophisticated complexities of cultural adaptation. Based on a review of the literature and the current direction in research, this paper scrutinizes the standardization-localization conundrum that exists in modern international social media marketing. The poll clarifies that while social media democratizes access to global markets—particularly for small firms—successful cross-border campaigns require sophisticated knowledge of cultural modes of communication, platform affinity, and consumer behavior variation across markets. Among the major findings are that visual social media platforms like Instagram exhibit greater cross-cultural transferability than text-based social media platforms, although sophisticated cultural fine-tunings remain indispensable. The advent of influencer marketing adds a layer of complexity since credibility and authenticity are viewed differently in different cultures. The paper identifies several important challenges such as language issues beyond translation, issues in resource planning to ensure quality across markets, and the accelerated evolution of platform algorithms and functionality. There are predictions that upcoming trends will involve further incorporation of artificial intelligence in content optimization, further emphasis on social commerce, and changing privacy legislations that will redefine world social media plans. The review concludes that international social media marketing success requires a balance between global brand consistency and local cultural awareness—one that will continue to grow as platforms increasingly evolve further and emerging markets establish unique digital trends. This study adds to the knowledge base concerning how digital transformation is transforming global marketing practice and provides insights for researchers and practitioners as they navigate this complex terrain.},
        keywords = {cross-cultural communication, globalization, international marketing, influencer marketing, cultural adaptation, social media marketing, global branding, consumer behavior, digital marketing, platform strategy.},
        month = {October},
        }