Social Media Influencer Marketing: A Systematic Literature Review

Dewangan, Jay Kumar; Siddiqui, Imran Nadeem; Trehan, Udita

doi:10.1504/ijbex.2022.10045019

Cited by 6 publications

(3 citation statements)

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“…Therefore, while a buyer may not be able to buy a product solely based on an influencer's traits, they may contemplate doing so when the time is right and the other circumstances are favourable. Dewangan, Siddiqui & Trehan (2022) [8] By reviewing 50 articles, this study provides an overview of the trends and themes covered by relevant literature such as the role of social media influencer in buying behaviour, the impact of social media influencers on firm's image and performance, and highlights the domains where influencers play a significant role. The findings of the review throw light on geographical locations, context, and journal type of the articles taken in the study.…”

Section: Literature Reviewmentioning

confidence: 99%

Study of the impact of influencer marketing on the buying behaviour of teenagers

2024

Int. J. Res. Marketing Manage. Sales

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In this research paper researcher has critically evaluated the impact of influencer marketing on the buying behaviour of the teenagers. With the help of simple random sampling, the sample size of 136 teenagers has been selected and a survey has been conducted to identify the impact of influencer marketing on teenagers. From the analysis it was found that teenagers use social media platforms to buy beauty and fashion products and their decisions are influenced by them. It was also found that females are more influenced by influencers than males. This paper also highlights how much time the teenagers spent on social media platforms. It was found that 49% use social media platforms hours a day, 25% three to four hours a day and 26% 5 hours or more than five hours a day. 77% use social media platforms daily. 52% opined that the sponsored content on social media is authentic and genuine. On the other hand, they are aware about the paid partnership of the influencer. Attitude towards the sponsored content is positive. This study also shows that influencers have strong good will. This good will affect the buying behaviour of the teenagers.

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Section: Literature Reviewmentioning

confidence: 99%

Study of the impact of influencer marketing on the buying behaviour of teenagers

2024

Int. J. Res. Marketing Manage. Sales

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“…Wynika on z przeniesienia do wirtualnego świata naturalnych mechanizmów tworzących relacje oparte na autorytetach i rekomendacjach osób [3] . Marketing influencerów w mediach społecznościowych jest rozwijającym się obszarem i staje się nieuniknioną częścią marketingowej mieszanki, którą stosują firmy [4] . Influencer marketing to rodzaj marketingu, który koncentruje się na wykorzystaniu kluczowych liderów do kierowania przesłaniem marki na większy rynek [5] .…”

Section: Wstępunclassified

Influencer marketing jako nowoczesne narzędzie promocji w branży turystycznej

Szejniuk¹,

Werenowska²,

Glista³

2022

Wybrane Zagadnienia Cyfryzacji Działalności Gospodarczej, Społecznej I Edukacyjnej

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Rozwój technologii przyczynił się do wzrostu znaczenia podejmowanych działań marketingowych, prowadzących online przez przedsiębiorstwa. Szczególnego znaczenia w tym zakresie nabrało promowanie produktów i usług, budowanie wizerunku marki, a także tworzenie relacji z klientami. E-marketing, przyniósł wiele korzyści firmom działającym w różnych dziedzinach, w tym w znaczącej dla rozwoju gospodarki branży turystycznej. Turyści szukają inspiracji dla swoich podróży, coraz częściej wykorzystując w tym celu Internet. W artkule przedstawiono znaczenie opinii influencera w promocji produktu turystycznego. Wyszczególniono również działania niepożądane, które negatywnie wpływają na opinie odbiorców.

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“…In recent years, there has been growing body of research dedicated to the examination of influencer marketing (Arora et al, 2019; Childers et al, 2019; De Veirman et al, 2017; Kay et al, 2020). Of particular significance is the remarkable increase in the number of professionals dedicated to this field, known as influencers (Trehan et al, 2022). Notably, Spain leads Europe in the prevalence of digital influencers , constituting 15% of the 10.5 million active influencers on platforms like Instagram, TikTok, and YouTube (IAB Spain, 2022).…”

Section: Introductionmentioning

confidence: 99%

Training Concerns of Micro-influencers on Advertising and Marketing

Fernández-Gómez,

Feijoo,

Morante Bonet

2024

Journal of Advertising Education

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Influencers have emerged as influential figures un bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived authenticity and credibility. This study surveyed 290 micro-influencers regarding their educational needs and aspirations. The findings reveal that, despite possessing university degrees, micro-influencers often lack specialized training in digital content creation. Many express a strong desire to receive formal education at the university level to enhance their professionalism, with degrees in marketing or advertising being deemed particularly relevant. However, they encounter significant obstacles, primarily related to financial constraints and time availability. Consequently, universities face the imperative challenge of contributing to the professionalization of micro-influencers, a role that has traditionally been assumed by the industry.

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Social Media Influencer Marketing: A Systematic Literature Review

Cited by 6 publications

References 0 publications

Study of the impact of influencer marketing on the buying behaviour of teenagers

Study of the impact of influencer marketing on the buying behaviour of teenagers

Influencer marketing jako nowoczesne narzędzie promocji w branży turystycznej

Training Concerns of Micro-influencers on Advertising and Marketing

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