Influencer marketing on social media has gained significant attention in recent years. This article aims to provide a comprehensive review of the literature on social media influencer marketing, organized based on the research questions (RQs) of the study. The findings of the review are presented in the form of articles, journals, methods, theories, themes, and constructs.
Articles
The first research question (RQ1) focuses on the publication trend and key articles in social media influencer marketing research. The analysis reveals that research on social media influencer marketing started to flourish around 2018, ten years after the concept was introduced in 2008. This indicates that interest in this field is relatively recent, with significant growth coinciding with the rise of highly interactive and visual content-focused social media platforms like Instagram and TikTok. Notably, the number of publications in this area saw triple-digit growth in 2021 during the COVID-19 pandemic, highlighting the increasing importance of social media influencer marketing in the “new normal.”
The top articles on social media influencer marketing are also identified. The most cited article is De Veirman et al.’s study on Instagram influencer marketing, which explores the impact of the number of followers and product divergence on brand attitudes among followers. Other notable articles include comparative studies on celebrity versus social media influencer endorsements and Instagram versus YouTube. These top-cited articles demonstrate the growing interest in comparative and review studies in social media influencer marketing research.
Journals
The second research question (RQ2) examines the journals that publish social media influencer marketing research. The review identifies 87 journal titles indexed in ABDC, CABS, and WOS that have published the 214 articles included in the review. Among these journals, the top three in terms of the number of articles published are the Journal of Business Research, International Journal of Advertising, and Journal of Retailing and Consumer Services. These journals are recognized for their academic quality and rigor, making them preferred outlets for research in this field.
Methods
The third research question (RQ3) focuses on the methods employed in social media influencer marketing research. The review identifies seven categories of methods used in the 214 articles analyzed. Quantitative methods in the form of surveys are the most prevalent, followed by qualitative methods such as individual interviews. Experimental and machine learning methods are also notable in this field. Non-empirical methods like conceptual and review studies are less prominent. Overall, the review indicates that most research in social media influencer marketing is empirical in nature, with a focus on quantitative and qualitative approaches.
Theories
The fourth research question (RQ4) examines the theories that inform social media influencer marketing research. The review identifies 46 different theories employed in 94 articles, indicating the multi-faceted nature of this field. Some of the popular theories include persuasion knowledge theory, social learning theory, social comparison theory, social cognitive theory, social exchange theory, and social identity theory. These theories provide a theoretical foundation for understanding the various aspects of social media influencer marketing, including the influence and impact of influencers, endorsements, and resonance. The review also highlights the need for further exploration of economic and technology theories in this field.
Themes
The fifth research question (RQ5) involves mapping the major themes in social media influencer marketing research. The review employs science mapping techniques to identify the foundational and major themes in this field. The foundational themes represent the perspectives that research in this area relies upon, while the major themes build upon these foundations to generate new knowledge. Four major themes are identified: parasocial interactions and relationships, sponsorship in influencer marketing, authenticity of marketing and public relations, and engagement and influence. These themes highlight the commercial value of influencer marketing, the importance of authenticity and endorsement, and the role of engagement and influence in shaping consumer behavior.
Constructs
The sixth research question (RQ6) unpacks the constructs that explain consumer behavior in social media influencer marketing. The review identifies constructs that fall under different categories, including antecedents, mediators, moderators, and consequences. The antecedents encompass factors that influence consumer behavior, such as perceived similarity, authenticity, engagement, and trust. The mediators represent the mechanisms through which influencer marketing affects consumer behavior, including attitudes, brand recognition, and opinion leadership. The moderators explore the factors that influence the relationship between influencer marketing and consumer behavior, such as audience engagement, disclosure, and social identification. The consequences are the outcomes of influencer marketing, including brand attitudes, purchase intentions, and social sharing. Overall, the review provides a comprehensive understanding of the constructs that shape consumer behavior in social media influencer marketing.
In conclusion, this review of the literature on social media influencer marketing highlights the growing interest and importance of this field. The findings are organized based on the research questions of the study, providing insights into the publication trend, key articles, journals, methods, theories, themes, and constructs in social media influencer marketing research. This review serves as a valuable resource for researchers and practitioners who aim to understand and explore the dynamics of influencer marketing on social media.
Keywords: Influencer marketing on social media
