SOCIAL MEDIA AND INFLUENCER MARKETING IN CROSS BORDER E- COMMERCE

The role of social media and influencer marketing has become crucial in connecting brands with global consumers in the evolving e-commerce landscape. This study investigates the impact of social media influencers on consumer behavior, brand loyalty, and market entry across borders, analyzing over 700 structured survey responses to assess consumer perceptions of influencer marketing in cross-border transactions. Findings reveal that Instagram and YouTube dominate as platforms for cross-border product discovery, particularly in fashion, beauty, and electronics among younger demographics. Influencer credibility is key to building trust and shaping risk perceptions associated with foreign purchases. However, challenges such as logistical issues, product authenticity concerns, and cultural misalignments remain significant barriers. Chi-square analyses confirm a strong correlation between influencer trust and cross- border purchasing behavior. The research emphasizes the importance of selecting influencers aligned with target markets, focusing on cultural relevance, and delivering clear, direct messaging. Strategies like content localization and transparent communication regarding logistics, customs, and return policies are critical for building consumer confidence. This study provides a framework for crafting effective influencer marketing campaigns that optimize engagement and drive conversions in diverse international markets