CONCEPTUALIZING INFLUENCER MARKETING: A LITERATURE REVIEW ON THE STRATEGIC USE OF SOCIAL MEDIA INFLUENCERS
DOI:
https://doi.org/10.55829/ijmpr.v2iSpecialIssue.140Keywords:
Influencers, influencer marketing, social media influencersAbstract
A prominent, non-commercial source of information and influence on consumers has been opinion leaders. Modern-day influencers are opinion leaders having a substantial social base and following. Influencer marketing as a term and strategy gained prominence with the advent and growth of social media marketing. Influencers exert their influence on the citizens / netizens of social platforms. Two-thirds of consumers use ad blockers but are easily amenable to accepting advice from influencers1. An attempt has been made through this research work to gain and provide insights into existing research works exploring the strategic use of social media influencers. Many studies were empirical and used survey research, an experimental or observational design, content analysis or interview methodology.A few studies examined how the influencers lead to behavioural changes in customers and viewers. Most studies prominently addressed influencers as a part of commercial marketing strategy. Different domains of research such as types of influencers, content strategies, sponsorship disclosures related to influencers have been revealed and reported. The paper concludes with the summary of the various studies reviewed and recommending future scope of research in this domain.
References
Agnihotri, A., & Bhattacharya, S. (2021). Endorsement effectiveness of celebrities versus social media influencers in the materialistic cultural environment of India. Journal of International Consumer Marketing, 33(3), 280-302.
Agostino, D., Arnaboldi, M., &Calissano, A. (2019). How to quantify social media influencers: An empirical application at the Teatroalla Scala. Heliyon, 5 (5), e01677.
Boerman, S. C., & Van Reijmersdal, E. A. (2016). Informing consumers about “hidden” advertising: A literature review of the effects of disclosing sponsored content. Advertising in new formats and media.
Borchers, N. S., &Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3), 102041.
Brown, D., & Hayes, N. (2008). Influencer marketing. Routledge.
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91.
Conick, H. (2018). How to win friends and influence millions: The rules of influencer marketing. Marketing News, 52(7), 36-45.
De Veirman, M., Cauberghe, V., &Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of interactive advertising, 17(2), 138-149.
Ewers, N. L. (2017). # sponsored–Influencer Marketing on Instagram: An Analysis of the Effects of Sponsorship Disclosure, Product Placement, Type of Influencer and their Interplay on Consumer Responses (Master's thesis, University of Twente).
Freberg, K., Graham, K., McGaughey, K., &Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public relations review, 37(1), 90-92. Geyser, W. (2018). What is an Influencer?–Social Media Influencers Defined [Updated 2021]. What is an Influencer?– Social Media Influencers Defined[Updated 2021](14.06. 2021.). Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of undergraduate research in communications, 8(2), 77- 87.
Insights, S. (2017). Key influencer marketing trends for 2017. Retrieved from Smart Insights.[online]: http://www. smartinsights. com/online-pr/influencermarketing/keyinfluencer- marketing-trends-2017.
Isosuo, H. (2016). Social media influencer marketing.
Jin, S. V., Ryu, E., &Muqaddam, A. (2018). Dieting 2.0!: Moderating effects of Instagrammers' body image and Instafame on other Instagrammers’ dieting intention. Computers in Human Behavior, 87, 224-237.
Johansen, I. K., & Guldvik, C. S. (2017). Influencer marketing and purchase intentions: how does influencer marketing affect purchase intentions? (Master's thesis).
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922. Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Lim, X. J. Aifa Rozaini bt Mohd Radzol, Jun-Hwa (Jacky) Cheah, and Mun Wai Wong. 2017.“The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude.”. Asian Journal of Business Research, 7(2), 19-36.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58- 73.
Matsumura, N., Yamamoto, H., &Tomozawa, D. (2008). Finding influencers and consumer insights in the blogosphere. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 2, No. 1, pp. 76-83).
Sharma, K., & Kumar, P. (2018). Book review: Tracy L. Tuten and Michael R. Solomon, Social Media Marketing.
Szczurski, M. (2017). Social media influencer-A Lifestyle or a profession of the XXIstcentury?. Tapinfluence. (2017). Do micro-influencers make better brand ambassadors than celebrities?
Tripathi, S., & Somaiya, J. (2021). A Study on Social Media Addiction Among Youth of Gujarat Using Factor Analysis. Towards Excellence, 13(3), 796-811.
Wamba, S. F., & Carter, L. (2016). Social media tools adoption and use by SMEs: An empirical study. In Social media and Networking: Concepts, methodologies, tools, and applications (pp. 791-806). IGI Global.
Wojdynski, B. W., & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.
Woods, S. (2016). # Sponsored: The emergence of influencer marketing.
Zietek, N. (2016). Influencer Marketing: the characteristics and components of fashion influencer marketing.
https://sendpulse.com/support/glossary/influencer-marketing
https://romebusinessschool.com/blog/marketing-3-0-the-future-according-to-philip-kotler/
https://grin.co/blog/the-history-of-influencer-marketing/
Social Media Influencers
E-Word of mouth
