AI-Driven Social Media E-commerce Advertising: A Cross-Cultural Communication Study from the Perspective of Yiwu's Trade and Commerce

Abstract

In the contemporary era of globalization, cross-border e-commerce advertising has emerged as a pivotal conduit for interconnecting diverse cultures and marketplaces. This research delves into the nexus of Yiwu, China, a globally recognized hub for small commodity distribution, to examine the integration of artificial intelligence (AI) within the realm of social media e-commerce advertising. It places a particular emphasis on the strategies and efficacy of cross-cultural communication within this context. Employing an online survey methodology, this study has garnered consumer feedback encompassing both local vendors and international purchasers. The survey instrument was designed to assess various dimensions, including recognition of AI advertisements, perceptions of quality, the experience of personalization, and the adaptability to cross-cultural contexts. Subsequent analysis reveals that while AI-driven advertising excels in bolstering user engagement and propensity to purchase, it faces ongoing challenges in navigating cultural disparities. The findings of this research proffer strategic insights for enterprises in Yiwu and the broader cross-border e-commerce sector, advocating for the enhancement of cultural adaptability in AI-driven advertising initiatives and advocating a deeper understanding of consumer behaviors across different cultural landscapes.