What are the cultural differences between France and the US and how do they impact influencer marketing on Instagram?

This work aims to identify the cultural differences between France and the USA and to understand their impact on influencer marketing on Instagram. Through the literature review, we will first explain the phenomenon of influencer marketing. Where does it come from? Who are these influencers? How to measure the effectiveness of an Instagram post? In the second part of the literature review, we will talk about cultural differences based on the research of T. Hall (1953) and Geert Hofstede (2010). After crossing de literature, we will formulate a research question: “What are the cultural differences between France and the United States that affect the effectiveness of influencer marketing?” Through seven different hypotheses, we will analyze the impact that cultural differences could have on this marketing practice. To do so, we will create a database with 154 sponsored posts equally divided between French and American influencers. We will then analyze the outputs of our statistical tests and provide the resulting managerial recommendations. We will conclude by explaining the limitations and biases that this work has faced, and we will leave the door open for future exploratory research through two questions developed from the challenging results obtained.