Influencer Marketing: Current Knowledge and Research Agenda

Samira Farivar () and Fang Wang ()
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Samira Farivar: Carleton University
Fang Wang: Wilfrid Laurier University

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 201-208 from Springer

Abstract: Abstract Over the past few years, the increasing popularity of social media influencers has made influencer marketing a prominent and prevalent strategy for businesses. Its unique aspects, innovative approaches, and significant commercial value have attracted an increasing body of research. The literature has collectively accumulated a sizable and dispersive list of factors that affect followers’ attitude and intention towards influencers’ recommended products/brands. This paper provides an integrative and cohesive framework, based on Berlo’s SMCR model of communication, to consolidate these factors in a structured manner and provide a comprehensive view on the effect mechanism of influencer marketing. Under this framework, it reviews key factors studied and the major conclusions drawn. Additionally, the paper delineates several important yet understudied areas for future search.

Keywords: Influencer marketing; Social media influencers; Instagram; Advertisement (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_21

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DOI: 10.1007/978-3-030-76520-0_21

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