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


Affiliations
1 Research Scholar, Department of Management Studies, Indian Institute of Technology Delhi (IIT Delhi), Hauz Khas, New Delhi - 110 016, India
2 Associate Professor, Department of Management Studies, Indian Institute of Technology Delhi (IIT Delhi), Hauz Khas, New Delhi - 110 016, India
     

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Influencer marketing is a recently emerging strategy that involves engaging people who are influential in the digital domain to share sponsored content of a brand with their followers. The purpose of this article was to review the published literature on influencer marketing, conduct a content analysis of the academic literature, and furnish a classification based on different parameters. The content analysis led to a distribution of articles as per eight different categories. This article provided the first such literature review of influencer marketing literature for the period from 2008 – 2019 to analyze and present the trends of this new marketing tactic, industries and fields involved, different platforms of social media used, key areas and methods employed by the social media influencers to connect with their followers, and spread a brand message. It was found that the major focus areas and industries utilizing social media influencers (SMIs) for brand messages and engagement of the digital consumers are lifestyles, fashion, and beauty. Empirical research was found to be predominant during the period under study. The most popular issues in the recent studies were self-presentation, para-social interactions, para-social relationships, and the credibility of the SMIs.

Keywords

influencer Marketing, Social Media Influencers, Digital Marketing, Social Media, Literature Review.

Paper Submission Date : November 28, 2020 ; Paper Sent Back for Revision : February 9, 2021 ; Paper Acceptance Date : June 19, 2021 ; Paper Published Online : October 15, 2021.

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

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Authors

Anshika Singh Tanwar
Research Scholar, Department of Management Studies, Indian Institute of Technology Delhi (IIT Delhi), Hauz Khas, New Delhi - 110 016, India
Harish Chaudhry
Associate Professor, Department of Management Studies, Indian Institute of Technology Delhi (IIT Delhi), Hauz Khas, New Delhi - 110 016, India
Manish Kumar Srivastava
Research Scholar, Department of Management Studies, Indian Institute of Technology Delhi (IIT Delhi), Hauz Khas, New Delhi - 110 016, India

Abstract


Influencer marketing is a recently emerging strategy that involves engaging people who are influential in the digital domain to share sponsored content of a brand with their followers. The purpose of this article was to review the published literature on influencer marketing, conduct a content analysis of the academic literature, and furnish a classification based on different parameters. The content analysis led to a distribution of articles as per eight different categories. This article provided the first such literature review of influencer marketing literature for the period from 2008 – 2019 to analyze and present the trends of this new marketing tactic, industries and fields involved, different platforms of social media used, key areas and methods employed by the social media influencers to connect with their followers, and spread a brand message. It was found that the major focus areas and industries utilizing social media influencers (SMIs) for brand messages and engagement of the digital consumers are lifestyles, fashion, and beauty. Empirical research was found to be predominant during the period under study. The most popular issues in the recent studies were self-presentation, para-social interactions, para-social relationships, and the credibility of the SMIs.

Keywords


influencer Marketing, Social Media Influencers, Digital Marketing, Social Media, Literature Review.

Paper Submission Date : November 28, 2020 ; Paper Sent Back for Revision : February 9, 2021 ; Paper Acceptance Date : June 19, 2021 ; Paper Published Online : October 15, 2021.


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DOI: https://doi.org/10.17010/ijom%2F2021%2Fv51%2Fi10%2F166439