Vol.14, No.4, November 2025.                                                                                                                                                                          ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333

TEM Journal

TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS

Association for Information Communication Technology Education and Science

Digital Marketing Strategies Across Culture: Future Research of Cross Cultural, Algorithm Bias, Local Media, and Digital Literacy

Annisa Mardatillah, Sri Yuliani, Miharaini Md Ghani, Rosmayani Rosmayani, Indrian Syafitri

© 2025 Annisa Mardatillah, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)

Citation Information: TEM Journal. Volume 14, Issue 4, Pages 3076-3084, ISSN 2217-8309, DOI: 10.18421/TEM144-17, November 2025.

Received: 07 January 2025.

Revised:  15 July 2025.
Accepted: 24 July 2025.
Published: 27 November 2025.

Abstract:

The purpose of this study is to examine the research findings on algorithmic bias against cultural relevance in digital marketing. The significance of local media in affecting consumer views examined, as well as determining the impact of digital literacy on MSMEs' acceptance of culturally relevant marketing messages. The method utilized is systematic literature review (SLR) using Vos Viewer, which aims to identify and summarize the analysis of findings from relevant literature on this topic. This study reviews literature covering the concepts of algorithmic bias in marketing, the role of local media in culture-based marketing, and the relationship between digital literacy and the acceptance of marketing messages. Findings from the literature analysis indicate that algorithmic bias can affect the relevance of digital marketing for consumers from different cultural backgrounds. In addition, the level of consumer digital literacy also affects the understanding and acceptance of culture-based digital marketing messages. The contribution in this study to the development of culture-based digital marketing theory and provide practical insights for MSMEs in designing more effective and relevant marketing strategies.

Keywords – Algorithmic bias, digital marketing, local media, digital literacy, culture-based marketing.

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