International Journal of Management

Social media marketing has emerged as a dominant communication and engagement tool for organizations operating in global markets. Despite the widespread adoption of social media platforms, the effectiveness of social media marketing strategies varies significantly across cultural contexts. Cultural values, communication styles, social norms, and technological adoption patterns influence how consumers perceive, engage with, and respond to social media marketing efforts. This conceptual research paper examines social media marketing effectiveness across cultures by integrating insights from cross-cultural theory, consumer behavior, and digital marketing literature. The study explores how cultural dimensions shape user engagement, content interpretation, trust, and purchase intention in social media environments. A conceptual framework is proposed to illustrate the mechanisms through which culture moderates the relationship between social media marketing activities and consumer responses. The paper offers theoretical contributions to international marketing research and practical implications for global marketers seeking to optimize social media strategies in culturally diverse markets.