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Digital Influencers in Global Marketing: Strategies, Challenges, and Cultural Adaptation
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Author(s): Yasir Ahmed (Lovely Professional University, India), Tanvir Ahmed (Baba Ghulam Shah Badshah, India)and Bhawani Singh (Lovely Professional University, India)
Copyright: 2026
Pages: 32
Source title:
Digital Platforms and Managing Brand Crises
Source Author(s)/Editor(s): Jorge Remondes (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)and Ana Pinto de Lima (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)
DOI: 10.4018/979-8-3373-2367-1.ch008
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Abstract
The rise of digital influencers has transformed global marketing, reshaping consumer behavior, brand loyalty, and cultural engagement. This chapter explores the evolution of influencer marketing, its impact on consumer trust, and the challenges brands face in leveraging influencers effectively. Through qualitative analysis of secondary data, the study highlights key trends, including the shift toward micro- and nano-influencers, the importance of authenticity, and the role of cultural adaptation in global campaigns. Findings reveal that long-term influencer partnerships, transparency, and data-driven strategies enhance credibility and ROI, while misalignment and ethical lapses—as seen in cases like Fyre Festival—can damage brand reputation. The chapter concludes with actionable recommendations, including prioritising authentic collaborations, adopting localised strategies, and integrating emerging platforms like TikTok and Twitch. These insights provide marketers with a roadmap for harnessing influencer marketing's potential in an increasingly digital and fragmented media landscape.
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