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Influence, or get influenced! : A systematic literature review on the effect of influencers, product-related content and sponsorship disclosure on purchase intention.

Padmanabhan, Anirudh (2019) Influence, or get influenced! : A systematic literature review on the effect of influencers, product-related content and sponsorship disclosure on purchase intention.

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Abstract:With the immense proliferation of social media, the concept of influencer marketing has emerged. Influencer marketing is the process in which brands identify and approach influencers and encourage them to endorse a brand or specific products through their social media activities. Influencers are regular social media users who have developed a wide audience by displaying a digital image of themselves to a mass audience on a social media platform. Brands are realizing the immense potential of this ‘new form’ of celebrity endorsement. Since influencer marketing is at a nascent stage, there has been very limited academic focus and almost no systematic literature review has been conducted on this topic. Hence our study sets out to systematically review peer- reviewed articles from 2012 onwards. In particular, we focus on the impact of some key aspects of influencer marketing, namely, effect of influencers, product-related content and sponsorship disclosure on purchase intention. We found that, while influencers and sponsorship disclosure has been found to positively impact purchase intention, the exact impact of product-related content remains ambiguous. From these findings, we derive a comprehensive list of recommendations for future research. We contribute to research at the crossroads of studies on social media and marketing communications by proposing a research agenda and addressing methodological approaches that can provide a good reference point for further research. Practically, this study offers insights for marketers and businesses interested in adopting influencer marketing, and people who want to become influencers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/79972
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