From Text to Impact: Analyzing the Role of Transcreation in Cross-Cultural Communication in Global Marketing Campaigns

Abstract

Background

Transcreation has become a vital strategy in global marketing and cross-cultural communication, enabling brands to adapt messaging while preserving intent, emotional impact, and brand identity. Unlike direct translation, transcreation ensures cultural and linguistic alignment, fostering stronger audience engagement. This systematic review examines its role in brand localization, consumer perception, and marketing effectiveness in international markets.

Methods

Following PRISMA guidelines, a systematic search was conducted across Scopus, Web of Science, Google Scholar, ScienceDirect, Taylor & Francis Online, and SpringerLink for studies published between 2000 and 2024. Studies focusing on transcreation in global marketing, brand localization, and cross-cultural adaptation were included. Data were extracted systematically, synthesized thematically, and assessed using the CASP checklist to ensure methodological rigor.

Results

Twelve studies were analyzed, identifying themes such as the impact of transcreation on brand identity, linguistic and visual adaptation, and cultural sensitivity in marketing success. Findings show that brands utilizing transcreation achieve stronger consumer engagement and market penetration, particularly in storytelling-driven and emotionally resonant industries. Challenges include cultural misinterpretations, brand inconsistencies, and the need for standardized transcreation evaluation metrics.

Discussion

The findings highlight transcreation’s critical role in global marketing, enhancing brand credibility, consumer trust, and international business growth. However, challenges such as cultural resistance and the growing reliance on AI-driven adaptation require a balanced approach integrating human expertise and emerging technologies. Future research should focus on quantifying transcreation’s impact, refining industry best practices, and developing AI-assisted culturally adaptive strategies for sustainable brand success.