Cross-cultural Influencer Marketing: A Comparative Study


  • M Ganeshkumar SRM Institute of Science Technology
  • S Senthilkumar Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Chennai
  • K Subathra Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Chennai
  • Rohan Thomas Jinu Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Chennai



Cross-cultural influencer marketing, Cultural adaptation, Consumer engagement, Consumer interaction tactics


In today's globalized market, cross-cultural influencer marketing is more common than ever, but there are still misconceptions about its consequences and efficacy. By examining the dynamics of cross-cultural influencer marketing and pinpointing the critical elements affecting its performance in a range of cultural contexts, this study seeks to close these gaps. This study uses a conceptual research methodology to provide a comparative examination of cross-cultural influencer marketing techniques. Consumers, brand representatives, and influencers provide insightful information when qualitative methods—including a thorough analysis of current literature and qualitative investigations—are employed. The research approach is specifically intended to explore the intricacies of content strategies, consumer interaction tactics, and influencer selection criteria across various cultural contexts.  According to the literature review, studies on cross-cultural influencer marketing are becoming increasingly popular, examining issues including long-term effects, customer involvement, and cultural adaptability. The results of this study have practical consequences for marketers who want to create cross-cultural influencer marketing strategies that work. This study clarifies the difficulties and consequences of cross-cultural influencer marketing, which advances our understanding of the field. The study equips marketers to effectively manage the hurdles of cross-cultural marketing by identifying critical success factors and providing actionable solutions. Future possibilities for research include investigating co-creation methodologies, conducting longitudinal effect studies, and investigating ethical issues related to cross-cultural influencer marketing campaigns.


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