Cultural dimensions as determinants of the effectiveness of Influencer Marketing
Keywords:
marketing, cultureAbstract
This study investigates the influence of Hofstede's cultural dimensions on the effectiveness of Influencer Marketing. Using a quantitative methodology, we conducted a survey with 319 young social media users (aged 18-28) to measure their responses to cultural dimensions and their purchasing behavior influenced by digital influencers. Using consumer engagement as a mediating variable, the analysis, showed that there is no significant direct relationship between cultural dimensions and the effectiveness of Influencer Marketing. However, the dimensions of Indulgence, Uncertainty Avoidance, and Long-Term Orientation have a significant impact on the level of consumer engagement, which, in turn, affects the effectiveness of Influencer Marketing. We conclude that consumer engagement is crucial for understanding how cultural dimensions influence the effectiveness of Influencer Marketing, suggesting that marketing strategies should be adapted to the cultural characteristics of the target audience to be more effective.
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Copyright (c) 2025 Beatriz Satcheki Skowronski, Maria Isabel de Abreu Pereira, Thais Lima Canuto, Vinicius Tognozzi Fabri, Rafael Laitano Lionello
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