Abstract
The rise of Social Media Influencers (SMIs) has positioned Influencer Marketing (IM) as a pivotal strategy for businesses. Despite growing interest, research remains fragmented. This paper consolidates existing literature, analyzing 61 studies from the SCOPUS database to provide a comprehensive overview of IM dynamics. We explore how SMIs influence consumer intentions and behaviors, culminating in a multidimensional framework that identifies key variables, mediators, and moderators affecting consumer outcomes. This framework highlights various themes and research gaps, paving the way for future inquiries into emerging areas within influencer marketing. Ultimately, this study enriches the understanding of IM and offers valuable insights for academics and practitioners navigating this dynamic field.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
