Social media engagement for global influencers

Consumers use social media to create content, generate online word-of-mouth, and communicate with brands other consumers. engage influencers who deliver content that is timely, entertaining, interesting them. Many have a truly global following across the world. However, there little research on international aspects of influencers. Our paper leverages Hofstede’s cultural dimensions study consumer engagement using novel dataset sustainability results indicate distance between influencer followers an important driver in nuanced way. While level superficial, light not affected by her followers, deep increases when are culturally close. The effect more pronounced for countries where environmental concerns considered important.