Influencer Marketing and Micro-Influencers in Internationalization Strategies

In today's digital landscape, influencer marketing has become a key driver of brand internationalization. The chapter explores the strategic role of micro-influencers in engaging niche audiences, fostering trust, and adapting brand messaging to diverse cultural contexts. Through empirical research and case studies, the chapter examines best practices for selecting influencers, tailoring content for regional markets, and measuring campaign effectiveness. Special attention is given to performance metrics, AI-driven influencer selection, and cross-cultural marketing strategies. By leveraging micro-influencers, brands can enhance their presence in global markets, overcome consumer skepticism, and drive engagement more effectively than traditional advertising. The chapter provides practical insights for academics, marketers, and business professionals aiming to develop data-driven, culturally adaptive influencer marketing strategies. © 2026, IGI Global Scientific Publishing. All rights reserved.