Influencer marketing research: review and future research agenda

References

• Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16. https://doi.org/10.1086/383419
   Web of Science ®Google Scholar
• Agnihotri, R. (2020). Social media, customer engagement, and sales organizations: A research agenda. Industrial Marketing Management, 90, 291–299. https://doi.org/10.1016/j.indmarman.2020.07.017
   Web of Science ®Google Scholar
• Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy & Marketing, 13(1), 108–114. https://doi.org/10.1177/074391569401300109
   Web of Science ®Google Scholar
• Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
   Web of Science ®Google Scholar
• Aw, E. C.-X., & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146–157. https://doi.org/10.1016/j.jbusres.2021.04.025
   Web of Science ®Google Scholar
• Aw, E. C.-X., & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: Understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895–908. https://doi.org/10.1108/JCM-10-2019-3474
   Web of Science ®Google Scholar
• Aw, E. C.-X., & Labrecque, L. I. (2022). Celebrities as brand shields: The role of parasocial relationships in dampening negative consequences from brand transgressions. Journal of Advertising, 52(3), 387–405. https://doi.org/10.1080/00913367.2022.2066034
   Web of Science ®Google Scholar
• Bringé, A. (2022). Council post: The rise of virtual influencers and what it means for brands. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2022/10/18/the-rise-of-virtual-influencers-and-what-it-means-for-brands/
   Google Scholar
• Cartwright, S., Liu, H., & Davies, I. A. (2022). Influencer marketing within business-to-business organisations. Industrial Marketing Management, 106, 338–350. https://doi.org/10.1016/j.indmarman.2022.09.007
   Web of Science ®Google Scholar
• Chaker, N. N., Nowlin, E. L., Pivonka, M. T., Itani, O. S., & Agnihotri, R. (2022). Inside sales social media use and its strategic implications for salesperson-customer digital engagement and performance. Industrial Marketing Management, 100, 127–144. https://doi.org/10.1016/j.indmarman.2021.10.006
   Web of Science ®Google Scholar
• Crisafulli, B., Quamina, L. T., & Singh, J. (2022). Competence is power: How digital influencers impact buying decisions in B2B markets. Industrial Marketing Management, 104, 384–399. https://doi.org/10.1016/j.indmarman.2022.05.006
   Web of Science ®Google Scholar
• Fowler, K., & Thomas, V. L. (2023). Influencer marketing: A scoping review and a look ahead. Journal of Marketing Management, 1–32. https://doi.org/10.1080/0267257X.2022.2157038
   Web of Science ®Google Scholar
• Ge, J., & Gretzel, U. (2018). Emoji rhetoric: A social media influencer perspective. Journal of Marketing Management, 34(15–16), 1272–1295. https://doi.org/10.1080/0267257X.2018.1483960
   Web of Science ®Google Scholar
• Giuffredi-Kähr, A., Petrova, A., & Malär, L. (2022). Sponsorship disclosure of influencers – a curse or a blessing? Journal of Interactive Marketing, 57(1), 18–34. https://doi.org/10.1177/10949968221075686
   Web of Science ®Google Scholar
• Gräve, J.-F., & Bartsch, F. (2022). #Instafame: Exploring the endorsement effectiveness of influencers compared to celebrities. International Journal of Advertising, 41(4), 591–622. https://doi.org/10.1080/02650487.2021.1987041
   Web of Science ®Google Scholar
• Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
   Web of Science ®Google Scholar
• Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
   PubMed Web of Science ®Google Scholar
• Huotari, L., Ulkuniemi, P., Saraniemi, S., Mäläskä, M., & Karjaluoto Pauliina Ulkuniemi, H. (2015). Analysis of content creation in social media by B2B companies. Journal of Business & Industrial Marketing, 30(6), 761–770. https://doi.org/10.1108/JBIM-05-2013-0118
   Web of Science ®Google Scholar
• Hyder, S. (2019). Why influencer marketing is the next hottest thing in B2B marketing. Forbes. https://www.forbes.com/sites/shamahyder/2019/07/02/why-influencer-marketing-is-the-next-hottest-thing-in-b2b-marketing/
   Google Scholar
• Kapitan, S., van Esch, P., Soma, V., & Kietzmann, J. (2022). Influencer marketing and authenticity in content creation. Australasian Marketing Journal, 30(4), 342–351. https://doi.org/10.1177/18393349211011171
   Web of Science ®Google Scholar
• Karagür, Z., Becker, J.-M., Klein, K., & Edeling, A. (2022). How, why, and when disclosure type matters for influencer marketing. International Journal of Research in Marketing, 39(2), 313–335. https://doi.org/10.1016/j.ijresmar.2021.09.006
   Web of Science ®Google Scholar
• Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278. https://doi.org/10.1080/0267257X.2020.1718740
   Web of Science ®Google Scholar
• Keane, D. (2023). Influencer crackdown in full swing as ACCC sweeps social media for hidden ads, undeclared sponsored posts. https://amp.abc.net.au/article/101898576
   Google Scholar
• Koohang, A., Nord, J. H., Ooi, K.-B., Tan, G. W.-H., Al-Emran, M., Aw, E. C.-X., Baabdullah, A. M., Buhalis, D., Cham, T.-H., Dennis, C., Dutot, V., Dwivedi, Y. K., Hughes, L., Mogaji, E., Pandey, N., Phau, I., Raman, R., Sharma, A., Sigala, M., … Wong, L.-W. (2023). Shaping the metaverse into reality: A holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation. Journal of Computer Information Systems, 63(3), 735–765. https://doi.org/10.1080/08874417.2023.2165197
   Web of Science ®Google Scholar
• Leite, F. P., & Baptista, P. D. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory & Practice, 30(3), 295–311. https://doi.org/10.1080/10696679.2021.1935275
   Web of Science ®Google Scholar
• Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93–115. https://doi.org/10.1177/00222429221102889
   Web of Science ®Google Scholar
• McMullan, K. (2022). A checklist for managers to enhance influencer partnerships and avoid potential pitfalls. Business Horizons, 66(4), 443–452. https://doi.org/10.1016/j.bushor.2022.09.003
   Web of Science ®Google Scholar
• Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108, 79–93. https://doi.org/10.1016/j.indmarman.2022.10.017
   Web of Science ®Google Scholar
• Moraes, M., Gountas, J., Gountas, S., & Sharma, P. (2019). Celebrity influences on consumer decision making: New insights and research directions. Journal of Marketing Management, 35(13–14), 1159–1192. https://doi.org/10.1080/0267257X.2019.1632373
   Web of Science ®Google Scholar
• Myers, S., Sen, S., Syrdal, H., & Woodroof, P. (2022). The impact of persuasion knowledge cues on social media engagement: A look at pet influencer marketing. Journal of Marketing Theory & Practice, 1–18. https://doi.org/10.1080/10696679.2022.2093224
   Web of Science ®Google Scholar
• Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298. https://doi.org/10.1080/0267257X.2019.1708781
   Web of Science ®Google Scholar
• Sands, S., Ferraro, C., Demsar, V., & Chandler, G. (2022). False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers. Business Horizons, 65(6), 777–788. https://doi.org/10.1016/j.bushor.2022.08.002
   Web of Science ®Google Scholar
• Taylor, C. R., & Carlson, L. (2021). The future of advertising research: New directions and research needs. Journal of Marketing Theory & Practice, 29(1), 51–62. https://doi.org/10.1080/10696679.2020.1860681
   Web of Science ®Google Scholar
• Van Reijmersdal, E. A., Rozendaal, E., Hudders, L., Vanwesenbeeck, I., Cauberghe, V., & Van Berlo, Z. M. C. (2020). Effects of disclosing influencer marketing in videos: An eye tracking study among children in early adolescence. Journal of Interactive Marketing, 49(1), 94–106. https://doi.org/10.1016/j.intmar.2019.09.001
   Web of Science ®Google Scholar
• Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108. https://doi.org/10.1007/s11747-019-00687-1
   Web of Science ®Google Scholar
• Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
   Web of Science ®Google Scholar
• Waltenrath, A., Brenner, C., & Hinz, O. (2022). Some interactions are more equal than others: The effect of influencer endorsements in social media brand posts on engagement and online store performance. Journal of Interactive Marketing, 57(4), 541–560. https://doi.org/10.1177/10949968221096591
   Web of Science ®Google Scholar
• Yahoo Finance. (2023, January 23). Influencer marketing platform market size worth 69.92 Billion with excellent CAGR of 32.50% by 2029, size, share, industry demand, rising trends and competitive outlook. https://finance.yahoo.com/news/influencer-marketing-platform-market-size-153000046.html
   Google Scholar
• Yang, J., Chuenterawong, P., & Pugdeethosapol, K. (2021). Speaking up on black lives matter: A comparative study of consumer reactions toward brand and influencer-generated corporate social responsibility messages. Journal of Advertising, 50(5), 565–583. https://doi.org/10.1080/00913367.2021.1984345
   Web of Science ®Google Scholar
• Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.1080/00913367.2020.1857888
   Web of Science ®Google Scholar
• Yuan, C., Moon, H., Wang, S., Yu, X., & Kim, K. H. (2021). Study on the influencing of B2B parasocial relationship on repeat purchase intention in the online purchasing environment: An empirical study of B2B E-commerce platform. Industrial Marketing Management, 92, 101–110. https://doi.org/10.1016/j.indmarman.2020.11.008
   Web of Science ®Google Scholar