Exploring the Influence of Cultural Norms on Consumer Behavior in a Globalizing and Digitalized Marketing Environment
Keywords:
Culture, Consumer behavior, Globalization, Digital marketing
Abstract
Consumer behavior in modern markets is largely shaped by cultural factors and the widespread use of digital platforms. Owing to globalization and the rapid evolution of social media, the phenomenon of consumer behavior has grown increasingly complex over the last decades. This presents significant challenges in making culturally informed decisions, particularly through the use of digital platforms. Accordingly, brands must navigate marketing environments by accounting for numerous factors that shape purchase decisions, electronic word-of-mouth (eWOM), user-generated content (UGC), and online reviews. Marketers face highly unpredictable landscapes where localization and adaptation are crucial prerequisites for maintaining competitiveness. Simultaneously, brands must assess the extent of influence exerted by culture and digital platforms. Thus, the dynamics of globalization, culture, and digital platforms constitute crucial aspects in effective marketing decision-making. As a narrative literature review, this study synthesizes contemporary academic contributions to examine and analyze the interplay between consumer behavior, cultural determinants, globalization, and digital platforms. It seeks to identify the main features of consumer behavior shaped by culture within globalizing marketing contexts. The objective of the study is to propose approaches for leveraging cultural factors through digital communication channels in globalizing marketing environments. The study concludes that digital platforms both promote global behavioral convergence and enable data-driven reinforcement of local cultural identities. Finally, the findings are summarized in relation to the stated objective and research questions.
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References
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33. Mariani, M. M., & Matarazzo, M. (2021). Does cultural distance affect online review ratings? Measuring international customers’ satisfaction with services leveraging digital platforms and big data. Journal of Management and Governance, 25(4), 1057-1078. https://doi.org/10.1007/s10997-020-09531-z
34. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253. https://doi.org/10.1037/0033-295X.98.2.224
35. Martín, O. M., Chetty, S., & Bai, W. (2022). Foreign market entry knowledge and international performance: The mediating role of international market selection and network capability. Journal of World Business, 57(2), 101266. https://doi.org/10.1016/j.jwb.2021.101266
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38. Okonkwo, I., Mujinga, J., Namkoisse, E., & Francisco, A. (2023). Localization and global marketing: Adapting digital strategies for diverse audiences. Journal of Digital Marketing and Communication, 3(2), 66-80. https://doi.org/10.53623/jdmc.v3i2.311
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43. Robertson, R. (1995). Glocalization: Time-Space and Homogeneity-Heterogeneity. In Global Modernities (pp. 25-44). SAGE Publications Ltd. https://doi.org/10.4135/9781446250563.n2
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45. Rosokhata, A. S., Rybina, O. I., Derykolenko, A. O., & Makerska, V. (2020). Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context. Research in World Economy, 11(4), 42-52. https://doi.org/10.5430/rwe.v11n4p42
46. Craig, C.S., & Douglas, S. P. (2001). Conducting international marketing research in the twenty‐first century. International Marketing Review, 18(1), 80-90. https://doi.org/10.1108/02651330110398413
47. Schiffman, L. G., & Kanuk, L. L. (2009). Consumer Behavior. Pearson Education. Inc., Upper Saddle River, New Jersey.
48. Sharp, B., Dawes, J., & Victory, K. (2024). The market-based assets theory of brand competition. Journal of Retailing and Consumer Services, 76, 103566. https://doi.org/10.1016/j.jretconser.2023.103566
49. Skare, M., & Soriano, D. R. (2021). How globalization is changing digital technology adoption: An international perspective. Journal of Innovation & Knowledge, 6(4), 222-233. https://doi.org/10.1016/j.jik.2021.04.001
50. Soares, A. M., Farhangmehr, M., & Shoham, A. (2007). Hofstede's dimensions of culture in international marketing studies. Journal of business research, 60(3), 277-284. https://doi.org/10.1016/j.jbusres.2006.10.018
51. Song, R., Moon, S., Chen, H., & Houston, M. B. (2017). When marketing strategy meets culture: the role of culture in product evaluations. Journal of the Academy of Marketing Science, 46, 384-402. https://doi.org/10.1007/s11747-017-0525-x
52. Steenkamp, J. B. E. (2019). Global versus local consumer culture: Theory, measurement, and future research directions. Journal of International Marketing, 27(1), 1-19. https://doi.org/10.1177/1069031X18811289
53. Trompenaars, F., & Hampden-Turner, C. (2011). Riding the waves of culture: Understanding diversity in global business. Nicholas Brealey International.
54. Wagner, R., & Cozmiuc, D. (2022). Extended reality in marketing – a multiple case study on internet of things platforms. Information, 13(6), 278. https://doi.org/10.3390/info13060278
55. Wellman, B. (2001). Physical place and cyberplace: The rise of personalized networking. International journal of urban and regional research, 25(2), 227-252. https://doi.org/10.1111/1468-2427.00309
56. Yaprak, A. (2008). Culture study in international marketing: a critical review and suggestions for future research. International Marketing Review, 25(2), 215-229. https://doi.org/10.1108/02651330810866290
57. Żemojtel-Piotrowska, M., & Piotrowski, J. (2023). Hofstede’s cultural dimensions theory. In Encyclopedia of sexual psychology and behavior (pp. 1-4). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-031-08956-5_1124-1
2. Aljumah, A., Nuseir, M., & Refae, G. (2023). Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness. International Journal of Data and Network Science, 7(1), 467-476. https://doi.org/10.5267/j.ijdns.2022.8.012
3. Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, 31(4), 868-882. https://doi.org/10.1086/426626
4. Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O., & Davydova, O. (2019). Factors of the development of international e-commerce under the conditions of globalization. In SHS Web of Conferences (Vol. 65, p. 04016). EDP Sciences. https://doi.org/10.1051/shsconf/20196504016
5. Baqai, S., & Qureshi, J. A. (2020). Data as competitive weapon in the digital globalization era: An empirical inquiry on marketing analytics using multivariate analysis. Studies of Applied Economics, 38(3). https://doi.org/10.25115/eea.v38i3.3368
6. Bílková, R. (2021). Digital marketing communication in the age of globalization. In SHS Web of Conferences - The 21st International Scientific Conference Globalization and its Socio-Economic Consequences 2021 (Vol. 129, p. 06002). EDP Sciences. https://doi.org/10.1051/shsconf/202112906002
7. Castells, M. (2010). The Rise of the Network Society. Wiley-Blackwell; A John Wiley & Sons, Ltd., Pubication.
8. Chaffey, D. (2024). Search engine marketing statistics 2024. Smart Insights. Available at: https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/
9. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation and practice. Pearson UK.
10. Cherkaoui, N., El Handri, K., El Hassani, Y., Errafyg, A., & Medard, D. Y. T. (2024). Consumer Behaviour: Analysing Marketing Campaigns through Recommender Systems and Statistical Techniques. Marketing and Management of Innovations, 15(3), 1-12. https://doi.org/10.21272/mmi.2024.3-01
11. Chirig, A., Bouziane, K., & Zakhir, M. (2023). Navigating cultural transitions: A comparative analysis of translated advertisements through localization. POLISSEMA–Revista de Letras do ISCAP, (23), 115-134. https://doi.org/10.34630/polissema.v1i23.5230
12. Cialdini, R. B. (2007). Influence: The psychology of persuasion. New York: Collins.
13. Colbert, F., & Courchesne, A. (2012). Critical issues in the marketing of cultural goods: The decisive influence of cultural transmission. City, Culture and Society, 3(4), 275-280. https://doi.org/10.1016/j.ccs.2012.11.006
14. Copuš, L., & Čarnogurský, K. (2017). Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication. Management & Marketing, 12(2), 189-207. https://doi.org/10.1515/mmcks-2017-0012
15. Dana, L. P., Salamzadeh, A., Mortazavi, S., & Hadizadeh, M. (2022). Investigating the impact of international markets and new digital technologies on business innovation in emerging markets. Sustainability, 14(2), 983. https://doi.org/10.3390/su14020983
16. De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. Sage publications.
17. De Mooij, M. (2021). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications, Inc. USA.
18. du Plessis, C. (2022). A scoping review of the effect of content marketing on online consumer behavior. Sage Open, 12(2), 21582440221093042. https://doi.org/10.1177/21582440221093042
19. Farmaki, A., Hadjielias, E., Olya, H., Taheri, B., & Hadjielia Drotarova, M. (2023). CSR communication and international marketing: Insights from the COVID-19 pandemic. International Marketing Review, 40(5), 1071-1111. https://doi.org/10.1108/imr-12-2021-0375
20. Hartman, L. P., DesJardins, J., & MacDonald, C. (2014). Business ethics: Decision making for personal integrity and social responsibility. McGraw-Hill.
21. Hermeking, M. (2005). Culture and Internet consumption: Contributions from cross-cultural marketing and advertising research. Journal of computer-mediated communication, 11(1), 192-216. https://doi.org/10.1111/j.1083-6101.2006.tb00310.x
22. Hofstede, G. (1984). Culture’s consequences: International differences in work-related values. SAGE
23. Hofstede, G. (2001). Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations. 2nd ed., Sage, Thousand Oaks, CA, USA.
24. House, R.J., Hanges, P.J., Javidan, M., Dorfman, P., & Gupta, V. (2004). GLOBE Cultures, Leadership, and Organizations: GLOBE Study of 62 Societies. Sage, Newberry Park, CA, USA.
25. Johansen, K. (2025). Need-to-Know Search Engine Facts & Statistics for 2025. seo.com. Available at: https://www.seo.com/blog/search-engine-statistics/
26. Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405-424. https://doi.org/10.1108/IMR-02-2019-0080
27. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons Inc., Hoboken, New Jersey, USA.
28. Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77, 102783. https://doi.org/10.1016/j.ijinfomgt.2024.102783
29. Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251. https://doi.org/10.1007/s11747-021-00829-4
30. Lewis, R. D. (2006). When cultures collide: Leading across cultures. Nicholas Brealey International.
31. Lim, W. M., Sethuraman, R., Kathuriae, S., & Manrai, A. K. (2025). Guidelines for Data Collection and Analysis: Considerations for Informed Marketing in a Globalized World. Journal of Global Marketing, 38(2) 1-10. https://doi.org/10.1080/08911762.2025.2460278
32. Lin, Q., Xiaoyu, L., & Jianqiang, Z. (2023). Global marketing standards and local adaptation: an analysis of the literature. International Journal of Management and Human Science (IJMHS), 7(2), 44-57. https://ejournal.lucp.net/index.php/ijmhs/article/view/2196
33. Mariani, M. M., & Matarazzo, M. (2021). Does cultural distance affect online review ratings? Measuring international customers’ satisfaction with services leveraging digital platforms and big data. Journal of Management and Governance, 25(4), 1057-1078. https://doi.org/10.1007/s10997-020-09531-z
34. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253. https://doi.org/10.1037/0033-295X.98.2.224
35. Martín, O. M., Chetty, S., & Bai, W. (2022). Foreign market entry knowledge and international performance: The mediating role of international market selection and network capability. Journal of World Business, 57(2), 101266. https://doi.org/10.1016/j.jwb.2021.101266
36. Nisbett, R. E. (2010). The geography of thought: How Asians and Westerners think differently...and why. Simon and Schuster.
37. Nwabekee, U. S., Abdul-Azeez, O. Y., Agu, E. E., & Ijomah, T. I. (2024). Brand management and market expansion in emerging economies: A comparative analysis. International Journal of Management & Entrepreneurship Research, 6(9), 2913-2939. https://doi.org/10.51594/ijmer.v6i9.1531
38. Okonkwo, I., Mujinga, J., Namkoisse, E., & Francisco, A. (2023). Localization and global marketing: Adapting digital strategies for diverse audiences. Journal of Digital Marketing and Communication, 3(2), 66-80. https://doi.org/10.53623/jdmc.v3i2.311
39. Pfajfar, G., Mitręga, M., & Shoham, A. (2024). Systematic review of international marketing capabilities in dynamic capabilities view–calibrating research on international dynamic marketing capabilities. International Marketing Review, 41(1), 237-272. https://doi.org/10.1108/IMR-12-2022-0276
40. Pieterse, J. N. (2019). Globalization and culture: Global mélange. Rowman & Littlefield.
41. Rashkova, Y., Moi, L., Marku, E., & Cabiddu, F. (2024). Online integrated marketing communication strategies of international brands: standardization vs. adaptation approaches. Journal of Marketing Communications, 30(7), 810-833. https://doi.org/10.1080/13527266.2023.2177710
42. Riabova, T., Riabov, I., Vovchanska, O., Li, T., & Saienko, V. (2022). Peculiarities of digital marketing in the era of globalization: an analysis of the challenges. Financial & Credit Activity: Problems of Theory & Practice, 6(47), 160-171. https://doi.org/10.55643/fcaptp.6.47.2022.3940
43. Robertson, R. (1995). Glocalization: Time-Space and Homogeneity-Heterogeneity. In Global Modernities (pp. 25-44). SAGE Publications Ltd. https://doi.org/10.4135/9781446250563.n2
44. Rodríguez-Ibánez, M., Casánez-Ventura, A., Castejón-Mateos, F., & Cuenca-Jiménez, P. M. (2023). A review on sentiment analysis from social media platforms. Expert Systems with Applications, 223, 119862. https://doi.org/10.1016/j.eswa.2023.119862
45. Rosokhata, A. S., Rybina, O. I., Derykolenko, A. O., & Makerska, V. (2020). Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context. Research in World Economy, 11(4), 42-52. https://doi.org/10.5430/rwe.v11n4p42
46. Craig, C.S., & Douglas, S. P. (2001). Conducting international marketing research in the twenty‐first century. International Marketing Review, 18(1), 80-90. https://doi.org/10.1108/02651330110398413
47. Schiffman, L. G., & Kanuk, L. L. (2009). Consumer Behavior. Pearson Education. Inc., Upper Saddle River, New Jersey.
48. Sharp, B., Dawes, J., & Victory, K. (2024). The market-based assets theory of brand competition. Journal of Retailing and Consumer Services, 76, 103566. https://doi.org/10.1016/j.jretconser.2023.103566
49. Skare, M., & Soriano, D. R. (2021). How globalization is changing digital technology adoption: An international perspective. Journal of Innovation & Knowledge, 6(4), 222-233. https://doi.org/10.1016/j.jik.2021.04.001
50. Soares, A. M., Farhangmehr, M., & Shoham, A. (2007). Hofstede's dimensions of culture in international marketing studies. Journal of business research, 60(3), 277-284. https://doi.org/10.1016/j.jbusres.2006.10.018
51. Song, R., Moon, S., Chen, H., & Houston, M. B. (2017). When marketing strategy meets culture: the role of culture in product evaluations. Journal of the Academy of Marketing Science, 46, 384-402. https://doi.org/10.1007/s11747-017-0525-x
52. Steenkamp, J. B. E. (2019). Global versus local consumer culture: Theory, measurement, and future research directions. Journal of International Marketing, 27(1), 1-19. https://doi.org/10.1177/1069031X18811289
53. Trompenaars, F., & Hampden-Turner, C. (2011). Riding the waves of culture: Understanding diversity in global business. Nicholas Brealey International.
54. Wagner, R., & Cozmiuc, D. (2022). Extended reality in marketing – a multiple case study on internet of things platforms. Information, 13(6), 278. https://doi.org/10.3390/info13060278
55. Wellman, B. (2001). Physical place and cyberplace: The rise of personalized networking. International journal of urban and regional research, 25(2), 227-252. https://doi.org/10.1111/1468-2427.00309
56. Yaprak, A. (2008). Culture study in international marketing: a critical review and suggestions for future research. International Marketing Review, 25(2), 215-229. https://doi.org/10.1108/02651330810866290
57. Żemojtel-Piotrowska, M., & Piotrowski, J. (2023). Hofstede’s cultural dimensions theory. In Encyclopedia of sexual psychology and behavior (pp. 1-4). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-031-08956-5_1124-1
Published
2026-03-23
How to Cite
Abashidze, I., & Khakhubia, N. (2026). Exploring the Influence of Cultural Norms on Consumer Behavior in a Globalizing and Digitalized Marketing Environment. European Scientific Journal, ESJ, 22(38), 185. https://doi.org/10.19044/esj.2026.v22n38p185
Section
Special Editions
Copyright (c) 2026 Irakli Abashidze, Nino Khakhubia
This work is licensed under a Creative Commons Attribution 4.0 International License.
