Enhancing the Canadian market entry of cross-border e-commerce businesses through social media: A case study of a Chinese firm

This research has been produced to review ways in which e-marketing techniques can be used in conjunction with social media tools in order to aid Chinese companies enter the North American markets. We propose a framework that will greatly enhance the foreign market entry (FME) process for cross-border e-commerce (CBEC) firms. We look at the case of KingCamp – a Chinese CBEC company- in establishing itself as an outdoor gear firm in the North American market. An inductive approach has been used to analyze qualitative data obtained by conducting interviews, following an exploratory design. Moreover, a detailed topic modeling analysis through Latent Dirichlet Allocation (LDA) along with a coherent examination of leading North American camping gear firms has been carried out in an attempt to help KingCamp overcome the liability of foreignness. We then look at the case of KingCamp through the lens of our proposed framework. After analyzing social media strategies of exemplar firms, we have concluded that KingCamp may wish to incorporate strategies such as cross-platform promotions, high-quality content curation, and content marketing into their FME plan.

Read full text on ResearchGate.

Available for free.

Helped scale the firm to over $10M in annual revenue.

Theme: Cross-Border E-Commerce.

© 2021 Dennie James All Rights Reserved