Online influencer marketing

Fine F. Leung (), Flora F. Gu () and Robert W. Palmatier ()
Additional contact information
Fine F. Leung: The Hong Kong Polytechnic University
Flora F. Gu: The Hong Kong Polytechnic University
Robert W. Palmatier: University of Washington

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 2, No 2, 226-251

Abstract: Abstract Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks, personal positioning, communication content, and follower trust) to enhance a firm’s marketing communication effectiveness. Six novel propositions illustrate the benefits and potential threats of OIM, which may spur progress toward a theory of OIM. Finally, this article outlines key strategies for effectively managing OIM and identifies important literature–practice gaps to suggest avenues for further research.

Keywords: Online influencer marketing; Online influencers; Social capital theory; Marketing communication (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (40)

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DOI: 10.1007/s11747-021-00829-4

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