The Globalization of Influencer Marketing Cultural Considerations

Digital influencers are an effective tool for marketers. They help disseminate information quickly, generate an exponential multiplier effect through electronic word-of-mouth and develop relationships with online audiences.

Organizations have come to understand the benefits of including influencers in their communications strategies, but to realize their full potential it’s crucial that organizations understand how they operate globally.

Cultural Orientations

Cultural differences must be taken into account when marketing products abroad. These differences include language, aesthetics, values and customs which vary among cultures as well as perceptions of time, business norms and religion – understanding these disparities will enable marketers to develop more successful international marketing strategies.

Globalization has resulted in an exponential increase in international consumers, leading to brands developing targeted marketing tactics to reach them more directly. One such tactic is influencer marketing – an innovative form of social media promotion which has proven highly effective at shaping consumer purchasing decisions. Yet this approach faces several hurdles; influencers may appear biased and offer misleading reviews, while cultural differences could affect its efficacy.

Globalization and culture have long been at odds, provoking much controversy among many people. While some fear losing their culture, others embrace it – creating new experiences while simultaneously expanding product diversity for consumers – such as when printing was introduced in 1860 and electricity became widespread in 1890. Cultural industries in particular have flourished thanks to technological innovations like printing presses and electricity sources that enable international expansion.

Globalization’s influence on culture can have serious ramifications for society’s structure and function. A society’s culture – its collective values and beliefs as well as how individuals act within specific environments – influences individuals to interact in certain ways with other people and is ultimately what defines identity for a group of individuals, distinguishing it from other groups.

Culture also encompasses another dimension known as horizontal/vertical dimension, which distinguishes hierarchies and power concepts in consumers’ minds. This influencer may come from market forces such as economic shifts or exposure to advertisements that trigger these hierarchies or power concepts; as well as by advertisement content activating these hierarchies or power concepts. Horizontal/vertical predicts goals related to consumer behavior including their response to advertisements/brands in the marketplace.


Influencer marketing is an emerging practice that utilizes social media personalities with large followings to promote brands, products, or ideas. Influencer marketing has quickly become one of the fastest-growing forms of online advertising and has become an essential element in many industries’ operations.

Influence marketing has quickly become a powerful form of social media promotion because it allows companies to reach a wide audience via someone they trust, while building brand recognition and increasing business through word-of-mouth referrals.

Influencers provide more authentic connections with their followers compared to traditional celebrities; they share similar interests and lifestyles and are therefore better at engaging their audiences on an intimate level.

Consumers tend to trust influencers’ opinions and recommendations more, with 19% of Americans purchasing something off the recommendation of an influencer.

Influencer marketing agencies provide businesses with a new form of advertising by helping identify and manage influencers. Their role includes finding potential influencers, developing relationships with them and measuring campaign success.

Influencer marketing can be an extremely useful strategy, but it must be remembered that it’s not an instant solution. Building relationships with influencers takes time and effort, with some not responding well to requests from marketers. Furthermore, monitoring its effects on key metrics like engagement rates, brand recognition and leads is also essential.

Additionally, it’s crucial that you consider how language impacts the cultural nuances of your target market. For instance, if you’re targeting Chinese consumers, working with an influencer who speaks only English could backfire and create an unfavorable impression about your brand.

Lastly, when targeting specific regions or countries, it’s ideal to find influencers who speak the local language so you can better understand your audience and tailor messages accordingly.

At its core, influencer marketing is at the core of successful global brands. By taking into account cultural diversity and social media platforms used by various countries and societies around the globe, your effectiveness in influencer marketing campaign can increase significantly.


Influencer marketing is an invaluable strategy for establishing brands and growing sales. Consumers tend to trust influencers over traditional advertisements as they feel connected with what an influencer shares, helping build trust between brand and consumer and ultimately creating relationships between both.

An effective digital influencer is capable of engaging their target customers with authentic content and creating an active dialogue amongst followers, while responding quickly and professionally to any inquiries or objections raised from followers, thus creating community. They understand their audience needs while being capable of creating trends across social media.

As such, the use of digital influencers in marketing campaigns has become an increasingly popular trend for companies. Marketers have adjusted their budgets accordingly in order to capitalize on this trend; yet it’s important to remember that digital influencers must be carefully selected so as to ensure they possess all necessary skills and qualities as well as being culturally sensitive in terms of where they operate in.

Though marketers have begun incorporating influencer marketing strategies, others remain uncertain of its efficacy. It can also be challenging for global brands, who must take into account cultural variations between countries when planning an influencer marketing campaign; but when properly executed it can become an invaluable tool.

Use of digital influencers has skyrocketed over recent years in advertising campaigns, evidenced by an upsurge in searches for “influencer” on Google Trends.

Research results demonstrate that respondents perceive digital influencers will soon replace more traditional forms of online promotional activity, especially among Generation Z respondents. Digital influencers offer an effective alternative for existing promotional efforts which have become less effective due to ad blocking software; particularly relevant among respondents from this generation.


Influencer marketing has quickly become an acclaimed social media phenomenon and revolutionized both consumer and business understanding of marketing. Influencer marketing works on the principle that people trust someone who instills confidence by convincing them to purchase a product, even if they do not personally know that person – thanks to Internet, this possibility was made real! Companies eagerly use influencer marketing techniques as part of their reach out strategy targeting specific target markets.

However, when using influencers for marketing purposes it’s essential that some key considerations are kept in mind. First of all, make sure the influencer genuinely enjoys what you offer – otherwise they won’t be able to convince other people to purchase your product or service. Furthermore, content created by influencers must be of high-quality; engaging, creative, and informative is ideal.

Content produced by an influencer should also be culturally sensitive. To do this effectively, they need a deep knowledge of their target audience’s culture in order to craft content that resonates with its members as well as being able to explain complex ideas easily digestibly.

Another consideration in selecting an influencer is their demographics. For example, if your product targets millennials, select an influencer with similar age and demographic characteristics as your target audience. Finally, keep track of the number of followers an influencer has as more followers means increased chances of convincing others to purchase your product or service.

Digital influencers are individuals with an established following online, often known as an audience or online community, and who are considered influential within their field. Organizations use them to leverage electronic word of mouth as part of their marketing strategies while they also act as brand advocates or spokespersons for their brands.

This study’s objective was to assess the impact of digital influencers on online promotional systems and their sustainable growth. A variety of hypotheses were devised; among these is that most respondents are familiar with digital influencers and that their activities are more convincing than even personalized advertisements.