The internationalization of digital cultural content creators on global social media: navigating virtual outsidership in a borderless space

• 成果类型: Article
• 署名作者: Yang, Rui; Shaheer, Noman; Wang, Yonggui; Li, Zhuyi Angelina
• 署名单位: Tongji University; University of Sydney; Zhejiang Gongshang University; Renmin University of China
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-025-00789-9
• 发表日期: 2025
• 页码: 1010-1028
• 关键词: Digital content creation; Global social media; Digital internationalization; Virtual outsidership; Cultural industries

摘要

Global social media (GSM) is reshaping cultural industries by enabling digital content creators to share their content with global audiences. The resulting surge in content heralds a new era of experience-based consumption, where multicultural audiences continually seek novel experiences and rapidly shift to content that aligns with their evolving interests. The dynamic landscape of GSM indicates a substantial gap in digital internationalization research that largely focuses on overcoming the liability of outsidership to acquire new users while neglecting the challenge of sustaining long-term audience engagement. We address this gap by highlighting the unique challenge of virtual outsidership, which refers to the difficulty of attracting and retaining viewership amid shifting audience preferences. Extending product innovation research, we propose that creators can mitigate virtual outsidership by consistently producing novel content, though its effectiveness varies in GSM's multicultural landscape. Specifically, novel content is more effective when audience preferences across countries align but less effective when cultural content significantly differs across regions. A panel data analysis of 355 YouTube channels across 24 countries supports our arguments. Our study advances digital internationalization research by identifying unique challenges in digital cultural industries and proposing strategies to sustain audience engagement in GSM's dynamic environment. Les m & eacute;dias sociaux mondiaux (Global Social Media - GSM) remod & egrave;lent les industries culturelles en permettant aux cr & eacute;ateurs de contenu num & eacute;rique de partager leur contenu avec des audiences mondiales. L'afflux de contenu qui en r & eacute;sulte annonce une nouvelle & egrave;re de consommation bas & eacute;e sur l'exp & eacute;rience, o & ugrave; les publics multiculturels recherchent continuellement de nouvelles exp & eacute;riences et s'orientent rapidement vers des contenus qui correspondent & agrave; leurs int & eacute;r & ecirc;ts en constante & eacute;volution. Le paysage dynamique du GSM r & eacute;v & egrave;le une lacune importante dans la recherche sur l'internationalisation num & eacute;rique, qui se concentre principalement sur le fait de surmonter les handicaps et les co & ucirc;ts li & eacute;s au statut d'outsider (Liability of Outsidership - LOO) pour acqu & eacute;rir de nouveaux utilisateurs tout en n & eacute;gligeant le d & eacute;fi de maintenir l'engagement du public & agrave; long terme. Nous comblons cette lacune en mettant en & eacute;vidence le d & eacute;fi unique du statut d'outsider virtuel, c'est-& agrave;-dire la difficult & eacute; d'attirer et de retenir les t & eacute;l & eacute;spectateurs dans un contexte de pr & eacute;f & eacute;rences changeantes du public. Dans le prolongement de la recherche sur l'innovation de produits, nous proposons que les cr & eacute;ateurs puissent att & eacute;nuer le statut d'outsider virtuel en produisant constamment un contenu nouveau, bien que son efficacit & eacute; varie dans le paysage multiculturel du GSM. Plus pr & eacute;cis & eacute;ment, le contenu novateur est plus efficace lorsque les pr & eacute;f & eacute;rences du public s'alignent d'un pays & agrave; l'autre, mais il l'est moins lorsque le contenu culturel diff & egrave;re consid & eacute;rablement d'une r & eacute;gion & agrave; l'autre. Une analyse de donn & eacute;es de panel de 355 cha & icirc;nes YouTube dans 24 pays & eacute;taye nos arguments. Notre recherche fait progresser la recherche sur l'internationalisation num & eacute;rique en identifiant les d & eacute;fis uniques des industries culturelles num & eacute;riques et en proposant des strat & eacute;gies pour maintenir l'engagement du public dans l'environnement dynamique du GSM. Las redes sociales globales (GSM por sus iniciales en ingl & eacute;s) est & aacute;n transformando las industrias culturales al permitir que los creadores de contenido digital compartan su trabajo con audiencias globales. El consecuente aumento en el contenido anuncia una nueva era de consumo basado en experiencias, donde las audiencias multiculturales buscan continuamente experiencias novedosas y cambian r & aacute;pidamente hacia contenidos que se alinean con sus intereses en evoluci & oacute;n. El panorama din & aacute;mico de las redes sociales globales evidencia una brecha sustancial en la investigaci & oacute;n sobre internacionalizaci & oacute;n digital, que se centra principalmente en superar la desventaja de estar en condici & oacute;n de outsider (liability of outsidership, LOO) para adquirir nuevos usuarios, mientras descuida el desaf & iacute;o de mantener el compromiso de la audiencia a largo plazo. Abordamos esta brecha destacando el desaf & iacute;o & uacute;nico de la condici & oacute;n de outsider virtual, que se refiere a la dificultad de atraer y retener espectadores en medio de preferencias cambiantes de la audiencia. Ampliando la investigaci & oacute;n sobre innovaci & oacute;n de productos, proponemos que los creadores pueden mitigar condici & oacute;n de outsider virtual mediante la producci & oacute;n constante de contenido novedoso, aunque su efectividad var & iacute;a en el panorama multicultural de las redes sociales globales. Espec & iacute;ficamente, el contenido novedoso es m & aacute;s efectivo cuando las preferencias de la audiencia entre pa & iacute;ses se alinean, pero menos efectivo cuando el contenido cultural difiere significativamente entre regiones. Un an & aacute;lisis de datos de panel de 355 canales de YouTube en 24 pa & iacute;ses respalda nuestros argumentos. Nuestro estudio avanza en la investigaci & oacute;n sobre internacionalizaci & oacute;n digital al identificar desaf & iacute;os & uacute;nicos en las industrias culturales digitales y proponer estrategias para mantener el compromiso de la audiencia en el entorno din & aacute;mico de las redes sociales globales. A m & iacute;dia social global (GSM) est & aacute; remodelando ind & uacute;strias culturais, permitindo que criadores de conte & uacute;do digital compartilhem seu conte & uacute;do com uma audi & ecirc;ncia global. O aumento resultante em conte & uacute;do anuncia uma nova era de consumo baseado em experi & ecirc;ncia, em que audi & ecirc;ncias multiculturais buscam continuamente novas experi & ecirc;ncias e mudam rapidamente para conte & uacute;dos que se alinhem com seus interesses em evolu & ccedil;& atilde;o. O cen & aacute;rio din & acirc;mico da GSM indica uma lacuna substancial na pesquisa em internacionaliza & ccedil;& atilde;o digital que se concentra principalmente em superar a desvantagem de ser forasteiro (LOO) para adquirir novos usu & aacute;rios, enquanto negligencia o desafio de sustentar o envolvimento do p & uacute;blico a longo prazo. Abordamos essa lacuna destacando o desafio & uacute;nico de ser um forasteiro virtual, que se refere & agrave; dificuldade de atrair e reter a visualiza & ccedil;& otilde;es em meio a mudan & ccedil;as nas prefer & ecirc;ncias do p & uacute;blico. Estendendo a pesquisa em inova & ccedil;& atilde;o de produtos, propomos que criadores possam mitigar a desvantagem de ser um forasteiro virtual produzindo consistentemente novos conte & uacute;dos, embora sua efic & aacute;cia varie no cen & aacute;rio multicultural da GSM. Especificamente, o novo conte & uacute;do & eacute; mais eficaz quando prefer & ecirc;ncias do p & uacute;blico entre pa & iacute;ses se alinham, mas menos eficaz quando o conte & uacute;do cultural difere significativamente entre regi & otilde;es. Uma an & aacute;lise de dados em painel de 355 canais do YouTube em 24 pa & iacute;ses apoia nossos argumentos. Nosso estudo avan & ccedil;a na pesquisa em internacionaliza & ccedil;& atilde;o digital por identificar desafios & uacute;nicos em ind & uacute;strias culturais digitais e propor estrat & eacute;gias para sustentar o envolvimento do p & uacute;blico no ambiente din & acirc;mico da GSM. (sic)(sic)(sic)(sic)(sic)(sic) (GSM) (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).GSM (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(LOO) (sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic) GSM (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic) 24 (sic)(sic)(sic)/(sic)(sic) 355 (sic) YouTube (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) GSM (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).