Theoretical Approach to the Role of Influencers in Social Media Marketing

Yakup Durmaz and Muhterem Ceylan
Additional contact information
Yakup Durmaz: Faculty of Economics and Administrative Sciences, Kilis 7 Aralık University, Kilis, Turkey
Muhterem Ceylan: Hasan Kalyoncu University, Gaziantep, Turkey

Economic Analysis Letters, 2025, vol. 4, issue 2, 14-20

Abstract: The purpose of this study is to investigate the Role of Influencers in Social Media Marketing. Social media marketing has become an indispensable tool for brands in the digital age. Influencers can achieve more effective marketing results compared to traditional advertising methods, thanks to the trust and authentic relationships they establish with consumers. This article explores the rise of influencer marketing, its impact on consumer behavior, effective influencer selection strategies, and ethical considerations. It has been observed that influencers can increase consumer purchase intention through parasocial relationships. In addition, the importance of sustainability and transparency principles in this area has been emphasized. Various suggestions have been presented for brands, influencers, and academic researchers.

Keywords: Social Media; Social Media Marketing; Influencer; Influencer Marketing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.anserpress.org/journal/eal/4/2/80/pdf (application/pdf)
https://www.anserpress.org/journal/eal/4/2/80 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bba:j00004:v:4:y:2025:i:2:p:14-20:d:449

Access Statistics for this article

Economic Analysis Letters is currently edited by Ramona Wang

More articles in Economic Analysis Letters from Anser Press
Bibliographic data for series maintained by Ramona Wang ().