The Impact of Presence in Global Online Marketplace on Global Brand Awareness

The worldwide accessibility of e-commerce marketplaces enables a business to swiftly and inexpensively test and enter new foreign markets. The global digital marketplace enables enterprises to connect with customers from all over the globe, creating incredible prospects for development and expansion, leading to brand awareness globally. This research seeks to examine the impact that the presence of enterprises in the global online marketplace makes on global brand awareness. A multiple regression model has been applied using the data from 122 small and medium enterprises in the USA. The results show that global brand awareness significantly increases when a business is present in global online marketplaces. Additionally, this research measures the impacts of total sales and advertisement expenditures on global brand awareness. The results suggest that both variables positively impact global brand awareness. According to the findings of this study we recommend small business owners enter global online marketplaces to boost their global brand awareness