Яшил иқтисодиёт ва тараққиёт Том 4 № 4 (2026)
DIGITAL INTERNATIONAL MARKETING: PROMOTION WITHOUT BORDERS (Rapid entry into foreign markets on a minimal budget using social media, influencers, and marketplaces (Amazon, AliExpress))
Abdullaev, Aziz, Azimov, Khumoyun, Pardayev, Khusniddin
Аннотация
The emergence of digital platforms—social media networks, creator-led influencer ecosystems, and globalmarketplace infrastructure such as Amazon and AliExpress—has fundamentally altered the economics of internationalmarket entry. Firms that once required substantial capital investment in physical distribution, local advertising partnerships,and dedicated market research budgets can now achieve meaningful cross-border reach within weeks and at a fractionof traditional cost. This article examines the strategic logic, empirical evidence, and practical mechanisms of low-budgetdigital internationalization, focusing on three interdependent channels: (1) social media marketing as the primary tool forbrand building and audience discovery; (2) influencer partnerships—particularly with micro- and nano-influencers—asthe dominant mechanism for building trust and driving conversion; and (3) marketplace platforms as the fulfillment andtransaction infrastructure that converts digital awareness into realized revenue. Drawing on current industry data, peerreviewedresearch, and illustrative firm cases, the study develops a practical framework for emerging-market firms andSMEs seeking rapid and capital-efficient international growth
digital international marketing; social media; influencer marketing; Amazon; AliExpress; low-budget internationalization; SMEs; emerging markets; cross-border e-commerce
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