Leveraging Social Media Platforms for Cross-Cultural Marketing: A Case Study of Chinese Nutrition and Health Brands

Research Article
Open access

Leveraging Social Media Platforms for Cross-Cultural Marketing: A Case Study of Chinese Nutrition and Health Brands

Kaixin Yuan 1*
  • 1 Shanghai Jiaotong University    
  • *corresponding author ykx0102@sjtu.edu.cn
AEMPS Vol.188
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-175-4
ISBN (Online): 978-1-80590-176-1

Abstract

In the era of globalization, the health and nutrition industry is booming globally. Chinese nutrition and health brands are eager to expand their market reach and tap into international opportunities. This paper investigates the cross-cultural marketing strategies of Chinese nutrition and health brands in the global digital landscape. As the health sector flourishes worldwide, Chinese brands leverage social media platforms like Facebook, Instagram, and TikTok to reach international consumers. The study explores the theoretical underpinnings of cross-cultural marketing, emphasizing the importance of cultural sensitivity and digital engagement. It highlights the challenges of navigating diverse cultural contexts, including differences in user behavior and regulatory environments. Through case studies of successful and unsuccessful attempts, the research identifies key strategies such as localized content creation, platform-specific approaches, and influencer partnerships. The findings suggest that Chinese brands can enhance their global presence by integrating cultural heritage with innovative digital tactics while addressing regulatory and cultural barriers. Future research should focus on emerging digital trends and their impact on cross-cultural marketing effectiveness.

Keywords:

Cross-cultural marketing, Global marketing, Digital platforms, Localized content, Nutraceuticals

Yuan,K. (2025). Leveraging Social Media Platforms for Cross-Cultural Marketing: A Case Study of Chinese Nutrition and Health Brands. Advances in Economics, Management and Political Sciences,188,21-27.
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References

[1]. Engelen, A. , & Brettel, M. . (2011). Assessing cross-cultural marketing theory and research. Journal of Business Research, 64(5), 516-523.

[2]. Czapla, T., Glinkowska-Krauze, B., Chebotarov, V., & Chebotarov, I. . (2023). Cross-cultural marketing management: foundations of formation, content, and role in the development of the information economy. Procedia Computer Science, 225, 2845-2855.

[3]. Luis Matosas-López. (2021). The management of digital marketing strategies in social network services: a comparison between American and European organizations. Journal of Open Innovation: Technology, Market, and Complexity, 7.

[4]. Lucía Diez-Gutiérrez, Vicente, L. S., Luis Javier R. Barrón, María del Carmen Villarán, & María Chávarri. (2019). Gamma-aminobutyric acid and probiotics: multiple health benefits and their future in the global functional food and nutraceuticals market. Journal of Functional Foods, 64, 103669.

[5]. Zhou, S., Blazquez, M., Mccormick, H., & Barnes, L. . (2021). How social media influencers' narrative strategies benefit cultivating influencer marketing: tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134.

[6]. Lu Zhou, R., Faan, J. A. G. M. R., Kallmeyer, R., Hayes, T., & Enli Cai, R. . (2024). Public perceptions of the brand image of nursing: cross-cultural differences between the United States and China. Nursing Outlook, 72(5), 12.

[7]. Silva, A., Célia Rocha, José Carlos Ribeiro, Aganovic, K., Lima, R. C., & Methven, L., et al. (2024). Consumer perception of risk towards new sustainable non-thermal food processing technologies: a cross-cultural study between Portugal, Germany, and the UK. Innovative Food Science and Emerging Technologies, 96.

[8]. Mike, R., Shinyi, C. , Annika, M., Linda, B., Helen, T., & Tracy, M. C. . (2019). Learning from social marketing: living and eating for health segments (lehs) and social media use (p16-023-19). Current Developments in Nutrition(Supplement_1), Supplement_1.

[9]. Zimmermann, S., Dauter, J., & Gewald, H. . (2024). Promoting sports and wellness with social media advertising – an analysis of different marketing channels. Procedia Computer Science, 231, 311-316.

[10]. Liu, F., Gao, J., & Jia, Y. (2025). Cross-border digital platforms and discretionary adaptation strategy of exporters in emerging markets: The capability building perspective. International Business Review, 102427. https://doi.org/10.1016/j.ibusrev.2025.102427

Cite this article

Yuan,K. (2025). Leveraging Social Media Platforms for Cross-Cultural Marketing: A Case Study of Chinese Nutrition and Health Brands. Advances in Economics, Management and Political Sciences,188,21-27.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development

ISBN：978-1-80590-175-4(Print) / 978-1-80590-176-1(Online)
Editor：Lukáš Vartiak
Conference website: https://2025.icmred.org/
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.188
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Engelen, A. , & Brettel, M. . (2011). Assessing cross-cultural marketing theory and research. Journal of Business Research, 64(5), 516-523.

[2]. Czapla, T., Glinkowska-Krauze, B., Chebotarov, V., & Chebotarov, I. . (2023). Cross-cultural marketing management: foundations of formation, content, and role in the development of the information economy. Procedia Computer Science, 225, 2845-2855.

[3]. Luis Matosas-López. (2021). The management of digital marketing strategies in social network services: a comparison between American and European organizations. Journal of Open Innovation: Technology, Market, and Complexity, 7.

[4]. Lucía Diez-Gutiérrez, Vicente, L. S., Luis Javier R. Barrón, María del Carmen Villarán, & María Chávarri. (2019). Gamma-aminobutyric acid and probiotics: multiple health benefits and their future in the global functional food and nutraceuticals market. Journal of Functional Foods, 64, 103669.

[5]. Zhou, S., Blazquez, M., Mccormick, H., & Barnes, L. . (2021). How social media influencers' narrative strategies benefit cultivating influencer marketing: tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134.

[6]. Lu Zhou, R., Faan, J. A. G. M. R., Kallmeyer, R., Hayes, T., & Enli Cai, R. . (2024). Public perceptions of the brand image of nursing: cross-cultural differences between the United States and China. Nursing Outlook, 72(5), 12.

[7]. Silva, A., Célia Rocha, José Carlos Ribeiro, Aganovic, K., Lima, R. C., & Methven, L., et al. (2024). Consumer perception of risk towards new sustainable non-thermal food processing technologies: a cross-cultural study between Portugal, Germany, and the UK. Innovative Food Science and Emerging Technologies, 96.

[8]. Mike, R., Shinyi, C. , Annika, M., Linda, B., Helen, T., & Tracy, M. C. . (2019). Learning from social marketing: living and eating for health segments (lehs) and social media use (p16-023-19). Current Developments in Nutrition(Supplement_1), Supplement_1.

[9]. Zimmermann, S., Dauter, J., & Gewald, H. . (2024). Promoting sports and wellness with social media advertising – an analysis of different marketing channels. Procedia Computer Science, 231, 311-316.

[10]. Liu, F., Gao, J., & Jia, Y. (2025). Cross-border digital platforms and discretionary adaptation strategy of exporters in emerging markets: The capability building perspective. International Business Review, 102427. https://doi.org/10.1016/j.ibusrev.2025.102427

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