Cross-Cultural Differences in Trust Toward Influencer Marketing: Evidence from Emerging and Developed Markets

Abstract

This article explores cross-cultural differences in trust
toward influencer marketing, addressing how consumer
perceptions vary between emerging and developed markets.
Drawing on a systematic literature review of peer-reviewed
studies published up to 2021, the study synthesizes findings
from marketing, advertising, and information systems
research to clarify the mechanisms shaping trust in
influencer-brand relationships. Results reveal that
authenticity, expertise, and relational closeness are universal
drivers of trust, but their relative importance depends on
cultural values and market maturity. In emerging markets,
trust is often built through accessibility and community
belonging, while in developed markets, transparency and
disclosure practices play a more critical role. The discussion
highlights how platform characteristics and cultural
expectations mediate trust outcomes, emphasizing that
disclosure strategies and content design must be contextsensitive.
Overall, the study finds that influencer marketing
effectiveness depends on balancing authenticity,
professionalism, and cultural adaptability across diverse
markets.