Paper Details

Name: Ramneet Kaur & Neha Mathur
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 20-24
DOI: https://doi.org/10.5281/zenodo.18467479

ABSTRACT:
The increasing trend in adopting digital technology enables companies to interact with their consumers globally, with digital cross-border marketing being an integral part in melding globally recognized brands. However, variations in heritage continue to affect consumer attitudes, engagement, and responses to digital marketing campaigns, thereby strategically emphasizing the need to adapt to cultures in digital marketing campaigns as part of increasing today's modern inventions in business ventures. The conceptual analysis of past research undertaken by other scholars, in peer-reviewed as well as open-source publications of research papers from 2018 to 2025, will help in understanding the relationship between digital cross-border marketing practices and adapting to culture in digital marketing campaigns by expanding companies globally, emphasizing key issues that remain imperative in adapting to culture in digital marketing campaigns in this modern era. Based on this synthesis, this paper suggests an integrated conceptual framework for the interaction between cultural determinants, digital marketing strategy, and outcome within the context of the marketplace. The relevance of this study may be considered for its contributions to existing literature on international marketing because this study suggests a structured concept regarding the issue of cultural adaptability within digital strategy initiatives.

KEYWORDS: Digital Cross-Border Marketing; Cultural Adaptation; International
Marketing; Digital Marketing Strategy; Global Branding.