Cross-Border Influencer Marketing Strategies: Cultural Adaptation, Platform Dynamics, and Trust-Building Mechanisms

Abstract

The rapid globalization of social media platforms has enabled brands to engage consumers across national borders through influencer marketing. Cross-border influencer marketing (CBIM) leverages the credibility, reach, and cultural embeddedness of social media influencers to promote brands in international markets. However, differences in culture, language, platform ecosystems, regulatory environments, and consumer trust create significant strategic challenges. This research article examines cross-border influencer marketing strategies by integrating perspectives from cross-cultural marketing, source credibility theory, and social influence theory. The study develops a comprehensive conceptual framework outlining key strategic dimensions, including influencer–brand fit, cultural adaptation of content, platform selection, regulatory compliance, and trust transfer mechanisms. A quantitative multi-country research design is proposed to empirically test the relationships between influencer attributes, perceived authenticity, brand trust, and purchase intention. The paper contributes to international marketing literature by synthesizing fragmented insights into a structured strategic model and provides actionable recommendations for global brands seeking to optimize influencer collaborations across borders.