As firms engage in a global digital economy, cross-cultural digital marketing is strategic. Cultural differences affect consumer behaviour and digital marketing strategy efficacy in emerging and developed economies, according to this study. To explain digital consumer involvement, the paper examined consumer behaviour theory, Hofstede’s cultural aspects, the Technology Acceptance Model, and cross-cultural communication frameworks. It also examined how consumers from different cultures react to social media, mobile commerce, personalisation systems, influencer marketing, and data-driven advertising. Digitalisation has converged consumer behaviour, yet cultural, economic, and technological disparities still influence purchasing decisions and online involvement. Developed markets value personalisation, privacy, AI, and omnichannel experiences, whereas emerging markets value mobile-first strategies, social commerce, affordability, trust, and localised content. The survey also found that consumer trust, cultural relevance, and technology accessibility drive digital marketing performance in all markets. A balanced approach that blends global brand consistency with local culture adaptation improves multinational organization performance. Effective cross-cultural digital marketing involves constant adaptation to cultural variety, technical change, and consumer expectations, according to the study. It suggests integrating cultural knowledge, ethical data methods, and adaptable marketing strategies to boost global competitiveness. The research improves awareness of how culture affects digital consumer behaviour and gives practical advice for firms in emerging and mature economies.

Keywords: Cross-Cultural, Digital Marketing Strategies, Consumer Behaviour, Developed Markets.