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Online influencer marketing

Author

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  • Fine F. Leung

    (The Hong Kong Polytechnic University)

  • Flora F. Gu

    (The Hong Kong Polytechnic University)

  • Robert W. Palmatier

    (University of Washington)

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.

Suggested Citation

  • Fine F. Leung & Flora F. Gu & Robert W. Palmatier, 2022. "Online influencer marketing," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 226-251, March.
    • Handle: RePEc:spr:joamsc:v:50:y:2022:i:2:d:10.1007_s11747-021-00829-4
    DOI: 10.1007/s11747-021-00829-4
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    4. Gänßle, Sophia & Budzinski, Oliver, 2023. "The economics of influencers and social media stardom," Ilmenau Economics Discussion Papers 178, Ilmenau University of Technology, Institute of Economics.
    5. McMullan, Kylie, 2023. "A checklist for managers to enhance influencer partnerships and avoid potential pitfalls," Business Horizons, Elsevier, vol. 66(4), pages 443-452.
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    10. Sun, Yunpeng & Jia, Ruoya & Razzaq, Asif & Bao, Qun, 2024. "Social network platforms and climate change in China: Evidence from TikTok," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
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    16. Penttinen, Valeria, 2023. "Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships," Journal of Business Research, Elsevier, vol. 165(C).
    17. Venciute, Dominyka & Mackeviciene, Ieva & Kuslys, Marius & Correia, Ricardo Fontes, 2023. "The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    18. Ren, Shengnan & Karimi, Sahar & Bravo Velázquez, Alberto & Cai, Jianfeng, 2023. "Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth," Journal of Business Research, Elsevier, vol. 156(C).
    19. Shuqair, Saleh & Filieri, Raffaele & Viglia, Giampaolo & Mattila, Anna S. & Costa Pinto, Diego, 2024. "Leveraging online selling through social media influencers," Journal of Business Research, Elsevier, vol. 171(C).
    20. Syrdal, Holly A. & Myers, Susan & Sen, Sandipan & Woodroof, Parker J. & McDowell, William C., 2023. "Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior," Journal of Business Research, Elsevier, vol. 163(C).
    21. Shuya Lu & Ofer Mintz, 2023. "Marketing on the metaverse: Research opportunities and challenges," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 151-166, June.
    22. Tomyuk, Olga N. & Avdeeva, Olga А., 2022. "Digital transformation of the global media market: in search for new media formats," Economic Consultant, Roman I. Ostapenko, vol. 37(1), pages 16-26.
    23. Monika Pettersen-Sobczyk, 2023. "Influencer Marketing in the Promotion of Cities and Regions," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 35-43.
    24. Liyanaarachchi, Gajendra & Mifsud, Matthieu & Viglia, Giampaolo, 2024. "Virtual influencers and data privacy: Introducing the multi-privacy paradox," Journal of Business Research, Elsevier, vol. 176(C).
    25. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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