Cross Cultural Perspectives in Online Marketing: An SLR Analysis

Abstract

This study examines cross-cultural perspectives in online marketing through a systematic literature review of articles published between 2020 and 2022. The findings reveal that cultural values strongly shape consumer trust, purchase intentions, eWOM evaluation, website usability, and retail channel preferences. Collectivist cultures tend to emphasize social proof and credibility, while individualist cultures prioritize autonomy and personal judgment. Moreover, culturally congruent website design and localized digital strategies significantly enhance consumer engagement and trust. The review also highlights the role of emerging platforms such as live commerce, short-video marketing, and social media-driven shopping, which further demonstrate the importance of cultural adaptation in digital contexts. By mapping thematic patterns and identifying gaps, this study emphasizes that culture is a central determinant of online marketing effectiveness and provides guidance for future research and managerial strategies in global digital markets.