Influencer Marketing as a Tool of Digital Consumer Engagement : A Systematic Literature Review

Tanwar, Anshika Singh; Chaudhry, Harish; Srivastava, Manish Kumar

doi:10.17010/ijom/2021/v51/i10/166439

Cited by 12 publications

(3 citation statements)

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Section: Discussionmentioning

confidence: 99%

“…Product placements which seamlessly integrate the sponsored content into SMI's personal content are considered more authentic than primordial advertisements by the consumers (Leung et al, 2022;Tanwar et al, 2021) Adaptation of management theories and models for understanding the digital consumer behaviour It was observed that the understanding of digital consumer behaviour in the literature mainly involves the theory of planned behaviour (TPB) (Ajzen, 1991) and self-congruence theory (Sirgy, 1985), thus incorporating more theories like uses and gratification theory (UGT) (Katz et al, 1973) and social adaptation theory (Kahle et al, 1986) to examine the need and reason of SMI content consumption would be an exciting extension of the current research front along with some of the less utilised theories like match-up hypothesis and social identity theory.…”

Section: Role Of Disclosures and Sponsored Content In Im Successmentioning

confidence: 99%

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Social media influencers: literature review, trends and research agenda

Tanwar,

Chaudhry,

Srivastava

2023

JAMR

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PurposeThis study aims to provide a holistic review of social media influencers (SMIs) research based on a unique approach of bibliometric analysis and content analysis between 2011 and 2020. The review examines the main influential aspects, themes and research streams to identify research directions for the future.Design/methodology/approachThe sample selection and data collection were done from the Scopus database. The sample dataset was refined based on the inclusion and exclusion criteria to determine the final dataset of 183 articles. The dataset was exported in the BibTeX format and then imported into the BiblioShiny app for bibliometric analysis. The content analysis was done following the theory-context-methodology framework.FindingsThe several findings of this study include (1) Co-word analysis of most used keywords; (2) Longitudinal thematic evolution; (3) The focus of the research papers as per the theory-context-methodology review protocol are persuasion knowledge model, fashion and beauty industries, Instagram and content analysis, respectively; and (4) The network analysis of the research studies is known as the co-citation analysis and depicts the intellectual structure in the domain. This analysis resulted in four clusters of the research streams from the literature and two emergent themes (Chen et al., 2010)Originality/valueIn general, the previous reviews in the area are either domain, method or theory-based. Thus, this study aims to complement and extend the existing literature by presenting the overall picture of the SMI research with the help of a unique combined approach and further highlighting the trends and future research directions based on the findings of this study.

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Section: Discussionmentioning

confidence: 99%

Section: Role Of Disclosures and Sponsored Content In Im Successmentioning

confidence: 99%

Social media influencers: literature review, trends and research agenda

Tanwar,

Chaudhry,

Srivastava

2023

JAMR

Self Cite

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“…Influencers, particularly through social media platforms, facilitate the influence of target audiences and ease the reach of brands to consumers (Weiwei & Yongyue, 2021;Göktaş & Gökerik, 2024). Today, influencer marketing is popular in lifestyle, fashion, and beauty industries, where influencers' presentation styles, para-social interactions with followers, and credibility are key factors (Tanwar et al, 2021;Gökerik, 2018). Social media influencers have been observed to positively influence tourists' intentions to revisit, with this effect varying depending on the influencer and the target audience's location (Ichii & Masuda, 2022;Gökerik, 2024).…”

Section: Influencer Marketingmentioning

confidence: 99%

Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty

Gökerik

2024

İnsan Ve Toplum Bilimleri Araştırmaları Dergisi

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Social media has become a significant platform that meets consumers' information, entertainment, and socialization needs in today's world. In this dynamic environment, consumer cynicism represents a sceptical and critical attitude developed towards brands and marketing messages. Influencer marketing involves the strategy of using social media influencers to promote businesses' products and services and is observed to have a significant impact on consumer cynicism. The study has shown that credible posts and influencer recommendations reduce consumer cynicism, thereby increasing brand loyalty and purchase intentions. Findings from a survey of 214 participants in Karabük, analyzed using structural equation modelling, indicate that the authenticity and realism of influencer content can enhance consumers' trust in businesses, significantly reducing consumer cynicism. This reduction leads to an increase in brand loyalty and purchase intentions. The research illuminates the interaction between influencer marketing strategies and consumer cynicism, emphasizing the potential of influencer marketing to mitigate consumer cynicism and its subsequent positive effects on brand loyalty and purchase behaviours. The findings of this study are particularly important in today's marketing understanding, where the importance of digital marketing strategies is increasing, and consumer scepticism is frequently observed. In this context, the research demonstrates the potential of the effective use of influencer marketing to create value for businesses and expand the consumer base, highlighting realism and trust as critical factors in influencer-business collaborations. Thus, the study provides awareness of how businesses can strategically use influencer marketing to impact consumer attitudes and decisions positively.

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