Top Research Papers on Influencer Marketing

Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited research considers the costs of influencer marketing when evaluating these campaigns’ effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how f...

El presente artículo de investigación analiza la nueva perspectiva del Marketing de Influencers, como como herramienta en el marketing, siendo el influencer considerado como líder de opinión, que ayudan a conectar las marcas con las personas, para dar a conocer los productos y/o servicios con su público objetivo, donde las redes sociales han ido evolucionando con el tiempo, a tal punto que se ha convertido en uno de los nuevos medios de comunicación directa al consumidor, ya que se puede interactuar con los clientes gracias a los Smartphone y la conectividad a internet. La metodología utilizad...

The authors find that in some ways, an AI influencer can be as effective as a human influencer and suggest that there may be a spill-over effect from consumer experiences with other AI recommendation systems, meaning that consumers are open to AI influencers recommendations.

Is marketing influence the right way or not for a business? Investing in this type of marketing is advantageous or not for promoting a product or service. What type of marketing defines this strategy? We will discuss all these aspects in this paper.

Purpose This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with followers on social media platforms. Studies on VI being scarce in marketing literature, the authors attempt to propose a theoretical model to understand the acceptance of VIs by social media users (SMUs). Design/methodology/approach Using a structured literature review and a case study approach, a conceptual model is developed and propositions are offered. Findings Parasocial interaction (PSI) between the SM...

PurposeThe advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still lacks a comprehensive and systematic bibliometric analysis in the field. This study attempts to fill this critical gap by mapping the influence of IM to understand the intellectual structure and propose a future research agenda for scholars working in the domain.Design/methodology/approachThe authors have used VOSviewer and Biblioshiny packages for conducting a variety of analyses such as citation analysis, bibliog...

The results of the study show that influencer are carriers of influence in purchasing decisions so that influencers are used as the main choice in digital marketing strategies.

Purpose: The aim of the study was to assess the influence of influencer marketing on consumer purchase intentions. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that consumers are more likely to trust ...

In the ever-evolving digital era, marketing through social media has become one of the most effective tools to promote products and services. One of the latest marketing trends that is emerging is the use of influencers in marketing strategies. This study aims to investigate the effect of influencer marketing on increasing brand awareness and sales for SMEs. The technique applied is a qualitative literature analysis with an emphasis on in-depth understanding of the subject over the period from 2012 to 2023. The results of this study indicate that influencer marketing has great potential to pro...

Purpose: This research investigates the effect or influence of source credibility and parasocial relationship on purchase intention within influencer marketing. The motivation behind this research was the increase in usage of social media, not only in Denmark but throughout most of the world. Furthermore, with an increase in social media usage, marketers have to use new ways of reaching potential consumers. One of the ways is by using social media influencers, which is a growing business. To further investigate these three constructs of source credibility, parasocial relationship and purchase ...

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for direct-to-consumer firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors’ goal is to answer this question by considering for the first time the whole influencer-marketing funnel, that is, from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost...

Social media has changed our day to day life in so many aspects, and especially with COVID19 forcing people to stay at home, the use of the internet and platforms has increased dramatically. We now use social media for communication, learning, entertainment, and even for work purposes. There has been a significant increase in the number of people on all social media platforms, and this increase in the number of users viewing all sorts of content gave rise to influencers or “leaders of opinion”, i.e. experts in certain fields with many followers viewing their content. Influencers in many cases ...

The current study aims to understand the role of social media influencers in the adoption of new products within Algerian society, utilizing Rogers' Diffusion of Innovations model as a framework. This research is a descriptive and analytical study based on a positivist approach. It employed a social survey methodology with a sample-based approach and used an electronic questionnaire as a data collection tool. The field study was conducted from February to June 2023. Due to the broad scope of the study population, the researcher adopted a simple random sampling technique, with the sample size d...

We compare influencer marketing to targeted advertising from information aggregation and product awareness perspectives. Influencer marketing leverages network effects by allowing consumers to socially learn from each other about their experienced content utility, but consumers may not know whether to attribute promotional post popularity to high content or high product quality. If the quality of a product is uncertain (e.g., it belongs to an unknown brand), then a mega influencer with consistent content quality fosters more information aggregation than a targeted ad and thereby yields higher ...

The purpose of this study is to ascertain how viral marketing and influencer marketing on TikTok influence consumers' intent to purchase Somethinc items. Data for this study were gathered quantitatively utilizing survey methods. A survey distributed via Google Form served as the research tool. In this study, 414 respondents who followed @somethincofficial on TikTok served as samples. Multiple linear analysis and descriptive analysis are the analysis methods employed. The findings of this study indicate that influencer marketing has an impact on purchase intention on TikTok accounts @somethinco...

The landscape of virtual influencer marketing is introduced, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications and offering a 2 × 2 taxonomy ofvirtual influencers, grounded in research on anthropomorphism and reality–virtuality.

Across four studies, over 1,100 participants, and two product categories, we examine the impact of endorser type (celebrity vs. influencer) on consumers’ willingness to pay for an endorsed product (Study 1a). We determine whether the impact of endorser type on willingness to pay is mediated by perceptions of authenticity (Study 1b). Finally, we test how perceptions that an endorser as a content creator (vs. paid promoter) acts as a boundary condition on the effect of authenticity on willingness to pay (Study 2a). Moreover, consumers see an endorsement by influencers who demonstrate they are in...

ABSTRACT Organizations that manage the promotion of tourist destinations have incorporated influencer marketing in their promotional campaigns. The purpose of this study was to analyse the role of influencers in the travel decisions of Instagram users. More specifically, we aimed to analyse the variables that affect influencer credibility and intention to travel to a tourist destination, differentiating between influencers according to their number of followers. We have proposed and studied a model based on source credibility using a sample of 236 users. The model and its hypotheses were teste...

The purpose of this study is to ascertain how viral marketing and social media advertising impact consumers' purchasing choices on the Instagram Adds platform. The study's sample is made up of Instagram Adds users. The 159 respondents who were sampled were employed in a purposive sampling procedure to get samples. Tests of validity and dependability were run on the research data. The hypothesis test in this study used multiple linear regression tests. According to the conclusions of the first hypothesis test, the test results show that (1) Viral marketing increases purchasing behaviour on the ...

Purpose The continued evolution of influencer marketing has created a need to better understand influencer marketing effectiveness. With brands increasingly partnering with influencers, research is yet to provide an integrated perspective examining the critical role of both parties. This study aims to draw on the source credibility model and signaling theory to explain the mechanisms that matter in influencer marketing effectiveness. Design/methodology/approach The proposed model of influencer marketing effectiveness is analyzed using partial least squares with data from 281 followers of so...

This concept paper explores the dynamic relationship between consumer behavior and sustainable marketing efforts. As consumers increasingly prioritize environmental and social responsibility, businesses are adapting their marketing strategies to meet these evolving demands. The paper provides insights into the influence of consumer attitudes, beliefs, and values on sustainable purchasing decisions, highlighting the growing market for environmentally friendly products and the importance of transparent communication about sustainability efforts. Through a review of existing literature, the paper...

Abstract Despite marketers increasing interest in influencer marketing, selecting the right influencer(s) for such campaigns remain a challenge. The success of any marketing strategy can simply be attributed to its ability to achieve desired objectives. Hence, to advise brands, the present study examines the role of influencer credibility and influencer-brand congruence in impacting the brand’s two main goals of conducting influencer marketing campaigns on Instagram, i.e., brand attitude and electronic word-of-mouth (eWOM) intention. This research intends to recommend which factors brands shou...

ABSTRACT A young herder in western China accidentally went viral on the internet and aroused public interests to visit his scenic hometown. The subsequent collaborations between the herder and destination marketers on social media made him an influencer and further boosted the surge of public travel interests. Drawing on big data analytics and natural language processing techniques, this paper conducted two studies. Study 1 has proved that the local tourism authority has successfully pivoted tourism marketing strategies from viral marketing to influencer marketing. Study 2 corroborated the pos...

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on ma...

With the growth of popularity and the development of social networks, appeared influencers and developed a new type of marketing, influencer marketing. Today, influencers, due to the influence they have on people, and influencer marketing, which records excellent results and helps the company achieve its business goals, are an indispensable part of the business of every modern company. The purpose of the article is to explain why influencers and influencer marketing are an important, indispensable part of the business of modern companies. Research methods which are applied in the paper are des...

A thorough examination of the rising role of AI in the field of retail marketing is provided, highlighting its transformative impact on customer engagement and operational effectiveness and the significant obstacles that AI implementation in the retail industry encounters.

Abstract Influencer marketing has steadily grown in the past decade as a strategy utilized by digital marketers for spreading brand messages with the help of social media influencers (SMIs). The main objective of this study is to review the academic literature related to influencer marketing between 2011 and 2019 with the help of both bibliometric analysis and content analysis. This review uses the Bibliometrix R-tool and the BiblioShiny app for data analysis and scientific mapping. This review presents a background of how influencer marketing research has evolved and examines the performance ...

ABSTRACT This study aims to integrate the literature on social media influencers into a framework that classifies (potential) social media influencers and highlights their features. Previous classifications mainly focused on the measurable characteristics of social media influencers as determined either by scholars or consumers. In reality, though, the social impact of an influencer evolves as an interaction between his/her own goals and motivations and audience's perceptions and attributions. This study proposes a conceptual classification that combines the characteristics of social media inf...

PurposeThe purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.Design/methodology/approachAn experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by eit...

With the progress of the times, the Internet is becoming more and more developed. All kinds of media emerge in endlessly. Gradually, fans also begin to appear as a group with great commercial value“Words such as "carrying goods", "endorsement ambassador" and "XXX recommendation" began to become the key to brand traffic and sales. In the era of fan economy, the economic model with idol as the core has become popular. The innovative and developed marketing means has also become an important stroke affecting enterprises. The research theme of this time is what impact the marketing means of fan ec...

In responding to various tourism problems and competition between industries, as well as increasing the spirit of creativity in entrepreneurship in Indonesia, a special marketing strategy is needed in the tourism sector. In the context of tourism in the Lake Toba tourist area, several factors, such as experiential marketing and integrated marketing communication, can influence visitor loyalty. The main aim of this research is to analyze the influence of experiential marketing and integrated marketing communications on visitor loyalty in the Lake Toba tourist area. This research uses a literatu...

India's agriculture industry is crucial to the overall growth of the country's economy. As a consequence of this, boosting the output of agriculture is strongly encouraged. In order for the marketing infrastructure to keep up with rising agricultural output, it will need to undergo development. For this reason, a robust agricultural marketing system is of the utmost significance for a nation that relies so heavily on farming as the primary economic activity. At the current time, the agricultural industry is confronted with a substantial number of dangers and obstacles. Farmers suffer from extr...

ABSTRACT This article investigates the development of the market for influencer marketing in Sweden. It does so by focusing on the issue of ‘stuff’ sent to influencers. Such exchanges can be framed in different ways: e.g. stuff sent for the purpose of earning media, or as compensation for a marketing service. Drawing on the notion of framing in Callonian economic sociology, the paper identifies three ‘framing practices’: (1) framing the sending of stuff to influencers in individual exchanges, (2) reframing exchanges to put them in new light, or (3) preframing how exchanges ought to be performe...

Sustainability has recently become mainstream research and managerial interest topic, as consumers worry about climate change and the effects of consumption. Social media plays an important educational role: #zerowaste has more than 4 million posts on Instagram, with consumers showing their efforts to produce less trash and conserve. We propose that marketers have an educational role: to share information about products through content marketing. We use examples from main venues of social media, such as YouTube and Instagram, and adapt the conceptual framework from Nistor et al. (2018) to capt...

In the dynamic market of Pakistan, the FinTech industry faces many challenges in grabbing the market share. FinTech startups must develop the dynamic capabilities to cope with these challenges and enhance their market performance. Marketing agility involves different dynamic capabilities that can improve organizational operations. Therefore, this research aimed to investigate the influence of marketing agility on the market performance of FinTechs. Moreover, it investigated the moderating role of data-driven culture in the relationship between marketing agility and market performance. The data...

The research will examine how marketing activities in digital and social media such as product reviews, social media advertising, e-mail marketing and influencer marketing affect consumer behaviour and purchasing decisions and how social media networks influence the effectiveness of digital marketing strategies and how consumers interact with social media advertising.

Abstract This research investigates the role played by influencer relations professionals—also known as influencer intermediaries—in driving upfront and compliant disclosure of sponsorships in influencer marketing. Using semistructured interviews with 21 influencer relations professionals in Canada, the research identifies how influencer intermediaries can support sponsorship disclosure in three areas: (1) legal contracts and statements of work, (2) formal and informal content vetting processes, and (3) intermediary knowledge transfer. Using Bourdieu’s sociological theory of field as a theoret...

The digital era in which we live forces the human being to virtualize his style and way of being, reflected in prejudices and mercantile interests that urge to imitate stereotypes of people catalogued as famous. The web 3.0 allows social networks' immersion, originating space for platforms with entertainment and interaction purposes. Inquiries say that Youtube is at the top of the list thanks to youtubers, which catapult themselves to fame and social distinction. The article aims to know the contents they produce to achieve acceptance on the web and interaction with the followers while compari...

Social media influencers have been utilized by many companies as a marketing method for the past decade. The benefits of micro-influencers, the group of influencers that have a relatively smaller following size, are often underestimated. In this paper, we will explore the effect of micro-influencers for start-up companies and if they complement each other. By analyzing previous cases and the perceptions of viewers, we came to the conclusion that micro-influencers are able to satisfy the general marketing demands of start-up businesses. Additional research can be done on specific formats of col...

This article will provide a document review intending to define and elaborate on the concept influencer marketing, and to explain the way it operates, to determine whether it is still as important as a customer relationship technique, as it was before this health crisis.

The study discovered heterogeneity in the sample population when using the low and high perceived market performance as the source of potential heterogeneity, the presence of which would likely cause a threat to the validity of the results in case heterogeneity is not considered.

ABSTRACT The interdisciplinary nature and rapidly expanding literature stream devoted to influencer marketing makes it difficult to stay abreast of the current research while simultaneously moving the field of knowledge forward. The goal of this article, then, is to take a look back, reviewing the disparate literature, in order to look ahead, guiding future research towards fruitful underexplored avenues of discovery. Using a framework-based scoping review, a retrospective examination of 150 articles is provided with emphasis on identifying publication trends, theories, contexts, constructs/co...

PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two...

This study aims to determine the effect of service quality, the influence of emotional marketing, the effect of spiritual marketing, on satisfaction, and to know the three variables jointly affect customer satisfaction. This research is a quantitative research. With a questionnaire instrument distributed to 90 customers. Statistical test using classical assumption test, hypothesis testing using regression analysis test multiple test T test, F test and R test the coefficient of determination. The results showed that service quality, emotional marketing and spiritual marketing each had a signifi...

Heeding the rising popularity of virtual influencers on social media, many established brands are beginning to collaborate with them. Although virtual influencers are perceived as novel and exciting, their effectiveness in different areas of consumer behavior has not been examined. While previous research has compared several attributes of virtual and human influencers, our research is specifically motivated to answer: how can marketers increase the effectiveness of virtual influencers in promoting prosocial causes? Across four experiments employing different prosocial contexts, we compared th...

The worldwide recession began in earnest with a series of acute financial crises in key developed nations that occurred simultaneously with the freezing of financial markets around the world and the steep decline in global trade. The current research focused on assessing the impact of (Global economy, Business growth and development, and Inflation) ton global financial markets. The present thesis was analyzed using a questionnaire. Sample design is the technique or process that the researcher is able to accept in selecting objects for the survey is referred to as sample design. The research sa...

It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies and the use of artificial intelligence and voice search has been accentuated.

Viewing the development of the stock market in Ukraine, the economy, which world financial organizations characterize as small and open, is largely determined by the trends formed by the global stock markets and leading stock exchanges. Therefore, the study aims to analyze Ukraine’s stock market, the world stock market, stock markets in the regions, and to assess their mutual influence. The study uses the data of the World Federation of Exchanges and National Securities and Stock Market Commission (Ukraine) from 2015 to 2020. Stock market performance forecasts are built using triple exponentia...

Influencer marketing merupakan salah satu strategi pemasaran dengan melakukan promosi penjualan oleh seseorang yang memiliki pengaruh (influencer) dalam memengaruhi konsumennya untuk melakukan keputusan pembelian produk Elzatta Hijab khususnya di Elzatta Hijab Garut Penelitian ini dilakukan untuk mengetahui pengaruh influencer marketing dan keputusan pembelian serta pengaruh influencer marketing terhadap keputusan pembelian di Elzatta Hijab Garut. Metode penelitian yang digunakan adalah metode penelitian deskriptif asosiatif, dengan bentuk hubungan kausal, lalu jenis data kuantitatif dan skala...

Bread is a practical and ready-to-eat food. Urban people consume Bread as a breakfast menu. This causes the bakery industry to grow even more. This study aims to analyze the purchasing decision process, analyze the dimensions in the marketing mix that affect consumer satisfaction, analyze the level of satisfaction formed by the marketing mix and formulate managerial implications from the results of the marketing mix analysis. Data were obtained from 120 respondents determined by convenience sampling and analyzed using the Structural Equation Model. The results showed that consumers go through ...