Cross-Cultural Perspectives on the Communication Strategies of Silver Fox KOLs in International E-Commerce Campaigns

Cross-cultural communication in influencer marketing is essential in influencing audience interaction and trust in international e-commerce campaigns. This research investigates how Silver Fox KOLs, aged 50 and older, modify their communication strategies in Western, Asian, and Middle Eastern markets to maximize consumer interaction and persuasion. Applying a Systematic Literature Review (SLR) according to the PRISMA guidelines, the research examines current studies on storytelling methods, linguistic adaptation, and cultural symbolism in influencer marketing. The results indicate that Western consumers are receptive to direct, personal narratives and humor, whereas Asian consumers are more attuned to collective, tradition-based stories, and Middle Eastern consumers are receptive to religious and ethical storytelling styles. In addition, mechanisms for building trust differ geographically, with Western consumers appreciating transparency, Asian consumers preferring hierarchical credibility, and Middle Eastern consumers preferring cultural and family integrity. The research identifies the need for localization over standardization, where high-context cultures prefer culturally adapted messaging and low-context cultures like direct, universal communication. The study offers great insights for brands that seek to use Silver Fox KOLs in cross-border marketing strategies. Future studies need to investigate AI-powered influencer marketing, the role of new digital platforms, and evolving consumer attitudes towards older influencers in international e-commerce. The research provides real-world implications for companies looking to maximize age-inclusive influencer marketing campaigns in online commerce.