This study analyzed 147 Instagram endorsement posts from six fitness influencers in Brazil and the USA to understand how cultural dimensions of individualism/collectivism and masculinity/femininity are presented. The study found that in more collectivist and feminine cultures like Brazil, endorsements focused on the emotional competence of the influencer and aimed to promote interaction, while in more individualistic and masculine cultures like the USA, posts highlighted the informational competence and self-promotion of the influencer. The study suggests organizations consider an influencer's culture when choosing endorsers to help guide culturally suited digital content strategies for different target audiences.

1. TY VL IS SN DO UR AU PY Y1 TI T2 PB SP EP Y2
JOUR 36 1 0888-045X
10.1108/BL-
12-2021-0127
https://doi.org
/10.1108/BL-
12-2021-0127
Silva,
Marianny
Jessica de
Brito
Farias,
Salomão
Alencar
de
Silva,
Claudine
Julia
2023
2023/01
/01
Endorsement on Instagram and cultural dimensions : an analysis of digital
influencers
The Bottom
Line
Emerald Publishing
Limited
1 28
2023/07
/19
AB
Purpose The purpose of this study is to understand the individualism/collectivism and masculine /feminine cultural aspects presented in the endorsement content made and shared by digital influencers on Instagram . Design/methodology /approach
The authors conducted a cross-cultural qualitative study, collecting endorsement posts published by six fitness mega -influencers from Brazil and the USA. A total of 147 posts were assessed through the semiotic analysis of still images . Findings
The authors identified that, in collectivist and feminine cultures , endorsements focus on the emotional competence of the digital influencer and the content aims at interaction , whereas in individualistic and masculine cultures , the posts highlight
the informational competence of the influencer and the content focuses on the endorser's self-promotion . Research limitations/implications This study examined only two of the Hofstede's six cultural dimensions , limiting its scope . However , this
study established a model that shows that the appeal of content posted by the influencer depends on individualism–collectivism dimension and the post symbolism is a result of the masculinity –femininity dimension . This study also identified the
spectrum of appeal in messages and the role of advertising in building the influencer's narrative . Practical implications The authors identified cultural traits as an important criterion of congruence when choosing a brand endorser and as an
element that impacts the marketing communication strategy in a social media environment . Therefore , this study suggests that organizations consider the influencer's culture as a criterion for choosing endorsers , which will guide the digital
content strategy suited to the campaign's target audience . Social implications This study emphasizes the illusory effectiveness of the internet in the search for convergence , establishing that the digital environment still requires socialization that
brings feelings of cultural engagement , especially through new social actors arising from virtual media . Stillon the social side, this study suggests the reflection of the economic characteristics of a country together with its cultural dimensions .
Originality /value This study fills a research gap from previous studies that provide empirical evidence on the impacts of cultural differences on social media behaviors . This research adds the impact of the influencer in this virtual environment to
restructure the communication and information model , mold it according to the culture , acting as indicators of social transformation resulting from technological advances . This research still innovates by proposing a new methodological
approach for semiotic analysis in digital media .