Purpose The purpose of this study is to understand the individualism/collectivism and masculine/feminine cultural aspects presented in the endorsement content made and shared by digital influencers on Instagram. Design/methodology/approach The authors conducted a cross-cultural qualitative...

The purpose of this paper is to contribute to research on Hungarian societal values, namely the debate on whether Hungary is a masculine or a feminine culture. First, it introduces dimension-based cross-cultural research and then it reviews the controversial results of large- and smaller-scale...