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SOCIAL MEDIA INFLUENCERS AND INFLUENCER MARKETING: A SYSTEMATIC LITERATURE REVIEW

Priya Bansal et al.

Journal of International Business and Economy2024https://doi.org/10.51240/jibe.2024.1.4article
ABDC C
Weight
0.57

What the paper says

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.

3 citations

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https://doi.org/https://doi.org/10.51240/jibe.2024.1.4

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@article{priya2024,
  title        = {{SOCIAL MEDIA INFLUENCERS AND INFLUENCER MARKETING: A SYSTEMATIC LITERATURE REVIEW}},
  author       = {Priya Bansal et al.},
  journal      = {Journal of International Business and Economy},
  year         = {2024},
  doi          = {https://doi.org/https://doi.org/10.51240/jibe.2024.1.4},
}

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Evidence weight

0.57

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.64 × 0.4 = 0.26
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.