An Exploratory Study on Stimulators in Influencer Marketing: A Critical Review on Content and Audience Engagement

Anand Thakur (), Kavita Singla and T. Mohammed Irshad
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Anand Thakur: Central University of Punjab, School of Management
Kavita Singla: Central University of Punjab, School of Management
T. Mohammed Irshad: Central University of Punjab, School of Management

A chapter in Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023), 2023, pp 165-177 from Springer

Abstract: Abstract Social media influencer (SMI) marketing is reshaping the mainstream of the digital world. Scholarly work indicates the significance of relevant and effective SMI content to ensure audience engagement and a trustable profile of the influencer. Based on an exploratory research design, the present study proposes to explore stimulators in influencer marketing in the context of audience engagement and content creation. It expects to enhance the conceptual understanding of factors driving the content creation process of rapidly booming SMI marketing arena. The findings indicate that source credibility, content authenticity, informative value, entertainment value, content sponsorship, interactivity, technological design quality, and creativity are important determinants that shape the favorable attitude of audience towards influencers’ content. While the previous studies mainly focused on persona-driven attributes, this study explores the dimensions of SMI content to enhance consumers’ engagement. This study offers marketing implications for SMI to become an effective promotional and branding strategy. Incorporating these dimensions may facilitate improvement in the content value and the followers’ mindset. Finally, theoretical and managerial implications are provided to various stakeholders for redefining their approach towards influencer marketing.

Keywords: Social Media Influencer Content; Source Credibility; Authenticity; Sponsorship; Technological Design Quality; Influencer Marketing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-162-3_15

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