Existing studies report that social media influencers’ number of followers is a determinant of their influence. However, not every consumer follows an influencer with a high number of followers. Therefore, differences in individual characteristics should be considered in the effectiveness of influencer marketing. This study draws on the cultural dimensional theory to examine the moderating role of consumers’ cultural values at the individual level in the effects of social media influencers with many followers. The results show that the relationship between social media influencer follower count and brand reputation depends on the cultural values of individual consumers. This study makes certain contributtions to the advancement of research on influencer marketing and cultural values by identifying the different impact of follower account of social media influencers with many influencers.

• Yudai Maruyama(Ritsumeikan University, Japan)
• Mai Kikumori(Ritsumeikan University, Japan)