Year: 2024
Type: review
Study design: Systematic Review
Abstract: The rise of Social Media Influencers (SMIs) has positioned Influencer Marketing (IM) as a pivotal strategy for businesses. Despite growing interest, research remains fragmented. This paper consolidates existing literature, analyzing 61 studies from the SCOPUS database to provide a comprehensive overview of IM dynamics. We explore how SMIs influence consumer intentions and behaviors, culminating in a multidimensional framework that identifies key variables, mediators, and moderators affecting consumer outcomes. This framework highlights various themes and research gaps, paving the way for future inquiries into emerging areas within influencer marketing. Ultimately, this study enriches the understanding of IM and offers valuable insights for academics and practitioners navigating this dynamic field.
Authors: Priya Bansal, Surinder Singh, Anchal Bansal
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4404557258