INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)

ISSN No. 2321-2705 | DOI: 10.51244/IJRSI | Volume XII Issue X October 2025

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The Role of Cultural Sensitivity in Digital Marketing Effectiveness

and Platform Engagement

Atimoe Tim Itua, Dr. Praise R. AKOGWU, Dr. Michael A Senkoya (Churn)

Institut Universitaire La Grace (IUG Ex-ECOTES)

DOI:

https://dx.doi.org/10.51244/IJRSI.2025.1210000234

Received: 23 October 2025; Accepted: 28 October 2025; Published: 15 November 2025

ABSTRACT

In an increasingly interconnected digital world, the imperative for culturally sensitive marketing strategies is

widely acknowledged, however, empirical evidence from the consumer perspective remains crucial. This study

quantitatively assesses the perceptions of digital natives regarding the role of cultural sensitivity in digital

marketing and platform engagement. A survey was conducted with 296 participants from varied cultural

backgrounds, recruited via social media. The results demonstrate a strong consensus on the importance of

cultural sensitivity in digital content and features (Mean = 3.84). Furthermore, regression analysis established

that the frequency of engaging with digital platforms to express cultural identity is a significant positive predictor

of an individual's confidence in using digital technologies (B = 0.184, p = .003), explaining 2.9% of the variance.

This finding aligns with Social Identity Theory, suggesting that digital platforms serve as vital spaces for identity

negotiation. The study concludes that cultural sensitivity is not merely an ethical consideration but a critical

component of effective digital engagement and user self-efficacy. Digital natives expect and value platforms and

marketing that respect their cultural identities. The findings provide a compelling mandate for businesses and

platform designers to prioritize cultural sensitivity to enhance consumer experience, foster brand loyalty, and

improve marketing performance.

INTRODUCTION

Digital platforms have become modern-day agoras, or cultural crossroads, hosting interactions between

individuals from every corner of the globe (Syrdal & Briggs, 2018). This convergence raises critical questions

about how these platforms and the marketing conducted on them should navigate profound cultural diversity.

Cultural sensitivity, the awareness, knowledge, and appreciation of cultural differences has emerged as a

proposed key to success in this globalized landscape (Vorster et al., 2020). For "digital native" consumers, whose

lives are deeply integrated with digital technologies, the cultural appropriateness of online content and platform

functionality is a salient issue that can significantly influence engagement and trust (Liu et al., 2019). While the

need for cultural adaptation is often discussed in corporate boardrooms, there is a gap in empirical evidence

quantitatively linking cultural sensitivity to specific user engagement behaviors from the consumer's viewpoint

(Rathore, 2021). This paper addresses this gap by investigating the perceived value of cultural sensitivity and its

relationship with digital engagement behaviors. The aim of this study is to evaluate the extent to which cultural

sensitivity contributes to the effectiveness of digital marketing strategies and influences user confidence and

engagement with digital platforms. Understanding this relationship is vital for creating inclusive digital

environments and forging authentic, lasting connections with a global audience.

METHODOLOGY

This research employed a quantitative methodology, deemed appropriate for measuring perceptions and testing

relationships across a large, diverse sample (Laher, 2016). Data collection was carried out via a selfadministered

online questionnaire distributed through social media channels (Facebook, Twitter, Instagram), yielding a final

sample of 296 digital natives. A stratified sampling approach was used to ensure representation from various

cultural backgrounds.

INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)

ISSN No. 2321-2705 | DOI: 10.51244/IJRSI | Volume XII Issue X October 2025

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Participant Demographics

The demographic profile of the participants is detailed in Table 1, illustrating the diversity of the sample which

strengthens the generalizability of the findings across different demographic segments.

Table 1: Sociodemographic Characteristics of Respondents (N=296)

Characteristic

Category

Frequency

Percentage

Age

18-27 years

110

37.2%

28-37 years

33.1%

38-47 years

18.9%

48-57 years

7.4%

58 and above

3.4%

Gender

Male

142

48.0%

Female

149

50.3%

Prefer not to say

1.7%

Socioeconomic Status

Low-Income

15.2%

Middle-Income

187

63.2%

High-Income

21.6%

Source: Field Survey, 2024

The questionnaire utilized Likert-scale questions to measure key constructs. For this paper, the analysis centers

on variables pertaining to cultural sensitivity and digital adaptation. Specifically, questions regarding the

importance of cultural sensitivity in platform design (Q10), the impact of culturally tailored content (Q11), and

the frequency of engaging with platforms to express cultural identity (Q2) were analyzed. Data were processed

using IBM SPSS. Descriptive statistics summarized participant perceptions, and a regression analysis was

performed to test the hypothesis (H₁) that digital adaptation behaviors are influenced by cultural expression. 3.

RESULTS AND DISCUSSION

Response Rate

Through active engagement on social media platforms, the study achieved a notable response rate of 296

participants. Such participation reflects the growing interest of digital natives in the research theme and validates

its relevance in contemporary digital scholarship.

Demographic Overview Age Distribution:

The respondents represent a broad spectrum of age groups, enabling an in-depth examination of how generational

differences shape cultural engagement online. The diversity of ages strengthens the study’s capacity to analyze

intergenerational nuances within digital culture.

INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)

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Fig. 1: Age Distribution

Gender Representation:

A balanced gender distribution enhances the study’s depth, allowing for exploration of how gender roles and

identities influence digital participation and cultural adaptation. This inclusive approach supports a

multidimensional understanding of online cultural behavior.

Fig. 2: Gender Representation

Geographic and Socioeconomic Diversity

The geographic spread of respondents from both Western and non-Western regions, reflects the study’s

commitment to cultural inclusivity. Such diversity brings forward a mosaic of perspectives that mirror the global

nature of digital interaction. Participants were drawn from a range of socioeconomic backgrounds,

acknowledging that income and social class significantly affect digital access, behavior, and cultural expression.

This deliberate inclusion adds depth to the understanding of economic influences in digital adaptation.

Descriptive Analysis

The analysis of Question 4 ("How important is it for digital platforms to consider cultural sensitivities in their

content and features?"), revealed a strong positive perception, with a mean score of 3.84 (SD = 1.164) on a

5point scale. This indicates that participants largely view cultural sensitivity as a "Very Important" factor in their

digital experience.

INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)

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Table 2: Analysis for Research Question

Minimum

Maximum

Mean

Std. Deviation

Q10

296

3.84

1.164

Valid N (listwise)

296

Source: Field Survey, 2024 (SPSS Result)

The standard deviation of 1.164 reflects a moderate level of variability among responses, suggesting that while

the mean captures a general consensus, individual perceptions differ to some extent. This variation may stem

from differing levels of awareness or personal experiences with culturally sensitive digital content. Prior studies

indicate that consumer responses to cultural cues often depend on individual experiences and exposure

(Mazikana, 2023; Kyungok Huh, 2018). Such diversity in perception underscores the importance of considering

audience heterogeneity when assessing the effectiveness of culturally adapted digital communication.

Recent literature further highlights the pivotal role of cultural sensitivity in enhancing digital marketing

outcomes. Kyungok Huh (2018) reported that culturally attuned advertising positively influences consumer

attitudes and purchase intentions, a finding echoed by the present study. The overall consensus observed in the

responses reinforces this evidence, affirming that cultural sensitivity remains a decisive factor in shaping the

success of digital marketing strategies. These results align with the research hypothesis suggesting a positive

association between cultural awareness and marketing effectiveness across diverse contexts (Ritonga &

Ganyang, 2020). Ultimately, this study adds quantitative weight to the argument that digital platforms achieve

greater resonance and impact when they integrate cultural sensibilities into their engagement strategies.

Hypothesis Testing

A regression analysis was conducted to test H₁: There is a significant difference in the digital adaptation

behaviors of digital natives across diverse cultural backgrounds. Operationally, we tested if the frequency

of cultural identity expression online (Q2) predicts confidence in using digital technologies (Q1). The results are

presented in Table 2.

(Constant)

2.994

.203

14.745

.000

.184

.062

.172

2.989

.003

Source: Field Survey, 2024 (SPSS Result)

INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)

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The model was statistically significant (F = 8.936, p = .003), with an R² of 0.029. The coefficient for Q2 was

positive and significant (B = 0.184, p = .003), indicating that more frequent engagement with digital platforms

for cultural expression predicts higher confidence in using digital technologies.

DISCUSSION

The high mean score for Q4 sends a clear and unequivocal message to marketers and platform developers:

cultural sensitivity is a fundamental consumer expectation, not a peripheral feature. This finding strongly affirms

the arguments of scholars like Vorster et al. (2020), who posit that intercultural competence is a cornerstone of

effective macromarketing in diverse societies. Neglecting cultural nuances is not just an ethical misstep but a

strategic error that risks alienating a culturally astute and connected audience.

The significant finding from the regression analysis provides a deeper, more mechanistic insight. It suggests that

for digital natives, digital platforms are not merely passive tools for consumption but are active, enabling spaces

for cultural expression and identity negotiation. This finding resonates with Social Identity Theory (Davis et

al., 2019), which argues that individuals derive a part of their self-concept from their group memberships. The

digital realm, therefore, becomes a critical arena for enacting and reinforcing these identities. The positive link

between this cultural expression and digital confidence implies that platforms which successfully facilitate such

expression can foster a more engaged, proficient, and loyal user base. This moves the concept of cultural

sensitivity from a "nice-to-have" to a core component of user experience and platform design.

Our results align with the work of Lu (2018), who found that cultural congruence in social media groups

significantly enhances consumer engagement. However, they also add a new dimension: this engagement is not

just about brand interaction but is tied to the user's fundamental sense of digital self-efficacy. There is a slight

disparity with studies that focus primarily on the economic ROI of localization; our study suggests the benefits

are also psychological and behavioral, building long-term user competency and attachment. Therefore, it argues

for marketing strategies and platform features that are not just translated, but truly transformed to resonate with

local cultures, thereby empowering users and building deeper, more authentic brand loyalty.

Practical Implications

The insights from this research translate into several critical recommendations for practice:

1. Invest in Authentic Cultural Co-Creation: Move beyond simple localization (translation) to

transcreation (cultural adaptation). This involves collaborating with cultural insiders, influencers, and

content creators from the target community to ensure marketing campaigns and platform content are

authentic and resonant. This builds trust and demonstrates genuine respect.

2. Design for Cultural Expression: Platform developers and UX/UI designers should build features that

empower users to express their cultural identities. This could include customizable interfaces for different

cultural aesthetics, tools for sharing cultural stories and heritage, and algorithms that promote diverse,

culturally-relevant content. This turns the platform into a valued space for identity negotiation, boosting

engagement and confidence.

3. Implement Mandatory Cultural Sensitivity Training: Marketing teams, content moderators, and

product managers should undergo regular training on cultural intelligence and unconscious bias. This

training should cover specific cultural norms, taboos, and communication styles of key markets to

prevent costly blunders and foster an organizational culture of inclusivity.

4. Leverage Cultural Sensitivity as a Brand Asset: Companies should communicate their commitment

to cultural diversity and sensitivity in their brand storytelling. Highlighting efforts to represent diverse

cultures authentically in marketing materials and platform governance can become a powerful unique

selling proposition (USP) that attracts a loyal, global customer base.

INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)

ISSN No. 2321-2705 | DOI: 10.51244/IJRSI | Volume XII Issue X October 2025

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CONCLUSION

This study provides robust empirical evidence that cultural sensitivity is a critical determinant of digital

marketing effectiveness and platform engagement. Digital natives explicitly value and demand digital

experiences that are culturally considerate. Moreover, the ability to express one's cultural identity online is

positively linked to an individual's digital self-efficacy, highlighting a synergistic relationship between cultural

inclusion and digital adaptation. For practitioners, this means that investing in cultural sensitivity, through deeply

tailored content, nuanced platform features, and diverse representation is a strategic imperative for achieving

sustainable competitive advantage in the global digital landscape. It is an investment that pays dividends not

only in brand perception but also in fostering a more capable and confident user community.

Limitations and Future Research

This study, while insightful, is subject to certain limitations. Firstly, the cross-sectional design confirms

relationships but cannot ascertain causality. Secondly, the self-reported nature of the data may be influenced by

social desirability bias, where participants over-report the importance of culturally sensitive attitudes. Thirdly,

the study treated "cultural sensitivity" as a broad construct; future research could deconstruct it into specific

dimensions (e.g., representation in imagery, language nuance, adherence to cultural taboos) to identify which

aspects have the most significant impact. Furthermore, the sample, though diverse, was one of convenience,

recruited via social media, which may not be fully representative of all digital native populations. Future research

should employ experimental designs to test causal relationships, use behavioral data alongside surveys to

mitigate bias, and conduct qualitative inquiries to understand the emotional and cognitive processes behind the

statistical relationships uncovered here.

REFERENCES

1. Davis, J., Love, T., & Fares, P. (2019). Collective social identity: synthesizing identity theory and social

identity theory using digital data. social Psychology Quarterly, 82(3), 254-273.

https://doi.org/10.1177/0190272519851025

2. Kyungok Huh. (2018, September). The Effect of Personal Perception, Consumer Complaints Behavior,

and Consumer Malicious Behavior on Employee Exhaustion in Customer Counseling Center Workers.

Journal of Consumption Culture, 21(3), 1–18. https://doi.org/10.17053/jcc.2018.21.3.001

3. Laher S. (2016). Ostinato rigore: establishing methodological rigour in quantitative research. South

African Journal of Psychology.46(3):316-327. doi:10.1177/0081246316649121

4. Liu, Z., Wang, X., & Liu, J. (2019). How digital natives make their self-disclosure decisions: A

crosscultural comparison. Information Technology & People, 32(3), 538-558. https://doi.org/10.1108/itp-

102017-0339

5. Lu, X. (2018, March 6). Cultural Differences in Consumer Engagement in Brand-Related SNS Groups:

A Cross-Cultural Study of China and the United States. Journal of Global Marketing, 31(5), 295–307.

6. https://doi.org/10.1080/08911762.2018.1439133.

7. Mazikana, A. T. (2023). The Effect of Culture on Consumer Buyer Behavior. SSRN Electronic Journal.

https://doi.org/10.2139/ssrn.4386631

8. Rathore, D. B. (2021). Digital Transformation 4.0: A Case Study of L.K. Bennett from Marketing

Perspectives. International Journal of Enhanced Research in Management & Computer Applications,

10(11), 45.

9. Ritonga, W., & Ganyang, M. T. (2020, January 3). The Dynamic of Consumer Behavior, Consumer

Decision, Consumer Satisfaction on Consumer Loyality on Sipirock Coffee Jakarta. Archives of Business

Research, 7(12), 332–340. https://doi.org/10.14738/abr.712.7523

10. Syrdal, H. A., & Briggs, E. (2018). Engagement with social media content: A qualitative exploration.

Journal of Marketing Theory and Practice, 26(1-2), 4-22.

https://doi.org/10.1080/10696679.2017.1389243

11. Vorster, L., Kipnis, E., Bebek, G., & Demangeot, C. (2020). Brokering Intercultural Relations in the

INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)

ISSN No. 2321-2705 | DOI: 10.51244/IJRSI | Volume XII Issue X October 2025

Page 2746

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12. Rainbow Nation: Introducing Intercultural Marketing. Journal of Macromarketing, 40(1), 5172.

https://doi.org/10.1177/0276146719875189

APPENDIX

Table 4.1 Respondents Responses by section

Question

Number

Digital Adaptation

Strongly

Disagree/

Not at all

(Important)/

Never

(1)

Disagree/

Rarely/

Slightly

(Important)

(2)

Neutral/

Occasionally/

Moderate

(Important)

(3)

Agree/Often/

Very much

(Important)

(4)

Strongly

Agree/

Always/

Extremely

(Important)

(5)

To what extent do you

feel confident in

using a variety of

digital

technology

ies in your daily life?

20 6.76%

20.27

30 10.13%

106

35.81

27.02

How

frequently y do you

engage with digital

platforms to express

your cultural identity

or heritage?

25 8.45%

26.35

85 28.71%

22.29

14.19

To what degree do

you feel that your

cultural background

influences your

online

communi

cation style?

10 3.38%

11.15

57 19.25%

27.70

116

39.18

Technology and Cultural Sensitivity

How important is it

for digital platforms

to consider cultural

sensitivity es in their

content and features?

17 5.74%

25 8.45%

50 16.89%

100

33.78

104

35.13

To what extent do

you think that

culturally tailored

digital content

enhances your online

experience?

21 7.09%

29 9.80%

64 21.62%

28.38

33.10

How

often do you

encounter digital

content that you find

culturally insensitive

or inappropriate

27.36

14.19

50 16.89%

26.01

15.54

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Globalization and Cultural Identity

How

strongly do you

identify with a

globalize d cultural

identity through your

digital interactions?

23 7.77%

21.62

71 23.98%

29.73

16.89

To what extent do

you believe that

globalization has

positively influence d

your cultural identity

in the digital age?

15 5.07%

15.20

60 20.27%

30.06

29.39

How important is it

for digital platforms

to support and

showcase diverse

cultural perspectives?

18.92

27.70

20 6.76%

20.94

76 25.6%

Source: Field Survey, 2024

Where, Strongly Disagree/ Not at all (Important)/ Never = 1, Disagree/ Rarely/ Slightly (Important) = 2, Neutral/

Occasionally/ Moderate (Important) = 3, Agree/ Often/ Very much (Important) = 4 and Strongly Agree/ Always/

Extremely (Important) = 5