Beyond Borders: Branding and Self-Presentation Strategies of US-based Indian Influencers

The rise of social media influencers has changed digital marketing, creating new opportunities for brand collaborations and audience engagement. Using a quantitative content analysis, this study examines the sponsorship strategies of US-based Indian influencers through the lens of human branding, self-presentation, Taylor’s six-segment strategy wheel, cultural messaging, sponsorship patterns, and user engagement. Sponsorships were classified into three categories: advertisement placements, sponsorship-focused messages, and sponsorship disclosures. The findings demonstrate the varied representation of these influencers and their branding strategies, as well as the impact of cultural identity on self-presentation and engagement, offering insights into cross-cultural influencer marketing.