Muniyandi, G., Senthilkumar, S., Subathra, K., & Jinu, R. T. (2024)

GlobalJournal of Management and Sustainability, 2(1), 42–51.

https://doi.org/10.58260/j.mas.2305.0113

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Muniyandi et al. (2024) examine the dynamics of cross-cultural influencer marketing, emphasizing how cultural differences shape the reception and effectiveness of influencer strategies. Using a conceptual research design supported by literature synthesis and qualitative insights, the study identifies critical factors that determine success across cultural contexts, including content strategies, influencer selection, and consumer engagement tactics.

The article frames influencer marketing as a promising global brand promotion tool but cautions that cultural nuances—values, norms, and communication styles—can strongly affect message interpretation. For example, individualistic cultures may prioritize personal achievement and authenticity, while collectivist societies emphasize harmony and group validation. The authors reference frameworks like Hofstede’s Cultural Dimensions to illustrate how factors such as individualism–collectivism and power distance influence consumer responses to influencer content.

The literature review highlights emerging research on cultural adaptability, long-term effects, and ethical considerations. Best practices include selecting influencers with cultural relevance, fostering authenticity, adapting content through localization, and encouraging two-way community building. Risk mitigation strategies, such as cultural sensitivity training and collaboration with local experts, are proposed to avoid missteps like stereotyping or misinterpretation.

The study contributes by identifying cultural adaptation and engagement as central to global influencer marketing effectiveness. For practitioners, it provides actionable strategies for targeting diverse audiences while minimizing cultural risks. For scholars, it advances theoretical understanding by linking cultural frameworks with digital consumer behavior. Future research directions include longitudinal studies on cultural influence, co-creation methodologies, and the ethics of cross-cultural campaigns.