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Influencer Marketing: Current Knowledge and Research Agenda

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Samira Farivar

    (Carleton University)

  • Fang Wang

    (Wilfrid Laurier University)

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.

Suggested Citation

  • Samira Farivar & Fang Wang, 2021. "Influencer Marketing: Current Knowledge and Research Agenda," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 201-208, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_21
    DOI: 10.1007/978-3-030-76520-0_21
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    Cited by:

    1. Farivar, Samira & Wang, Fang, 2022. "Effective influencer marketing: A social identity perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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