Short-Form Video Marketing of Chinese Born-Global Brands: A Review of Strategic Evolution and Emerging Frontiers

This integrative review synthesizes the last five years of interdisciplinary scholarship on how Chinese born-global firms transform short-form video platforms from experimental traffic channels into a governance-governed strategic engine for accelerated internationalization. Adopting a dynamic-capability lens that fuses platformed glocalization, S-O-R, narrative transportation, UTAUT2 and emerging AI-ethics perspectives, we trace a six-stage evolutionary arc-spark, amplify, tailor, signal, automate and optimize-and surface six cross-cutting frontiers that now structure the field: cultural hybridity versus authenticity, algorithmic power games, consumer psychology's shift from flow to friction, AI-augmented metrics, verifiable ESG storytelling, and geopolitical volatility.By mapping theoretical mechanisms onto strategic practices across regions, industries and firm sizes, the paper bridges micro-level consumer responses and macro-level market-entry logics, offering a future research agenda grounded in longitudinal, mixed-methods and SME-specific inquiry rather than single-market, cross-sectional snapshots.