Social media influencers and consumer engagement: A review and future research agenda

Bandinee Pradhan; Kaushal Kishore; Nilesh Gokhale

doi:10.1111/ijcs.12901

journal article Feb 08, 2023

Social media influencers and consumer engagement: A review and future research agenda

Bandinee Pradhan Kaushal Kishore

Nilesh Gokhale

International Journal of Consumer Studies Vol. 47 No. 6 pp. 2106-2130 · Wiley

View at Publisher Save 10.1111/ijcs.12901

Abstract

AbstractThe rise of social media influencers (SMIs) in the recent decade garnered wide interest from academicians and marketers. Academicians try to understand the effect of influencers on consumer behaviour, while marketers use influencers as part of their strategy to achieve marketing objectives. Although, plenty of practical and conceptual research is available in this area, literature reviews in the domain of SMIs and consumer engagement are scarce as it is still developing, and most of the studies have focused on these two concepts separately. In this study, the authors attempted to combine and understand how social media influencers affect consumers engagement. This systematic review of the literature offers a comprehensive view of previous research on social media influencers and consumer engagement. The study reviewed articles published in the Australian Business Deans Council (ABDC), Scopus, and Web of Science indexed journals till 5 June 2021. To understand consumers' engagement with SMIs, authors identified and theorized the antecedents, decision and outcome of such engagement. It also discusses the influencer‐follower parasocial relationship on different social media platforms. The study proposes an integrated conceptual framework that can be further used to test and validate the impact of social media influencer's marketing efforts on consumer engagement. This framework also may serve as a foundation for marketers to develop effective influencer strategies for brand promotions. The review concludes the discussion by highlighting theories, methodology, and context of studies conducted by past researchers.

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109

Citations

144

References

Details

Published: Feb 08, 2023
Vol/Issue: 47(6)
Pages: 2106-2130
License: View

Authors

B

Bandinee Pradhan

School of Management (Formerly School of Petroleum Management) Pandit Deendayal Energy University (PDEU) Gandhinagar Gujarat India

K

Kaushal Kishore

School of Management (Formerly School of Petroleum Management) Pandit Deendayal Energy University (PDEU) Gandhinagar Gujarat India

N

Nilesh Gokhale

Symbiosis Institute of Media and Communication Symbiosis International (Deemed University) Pune Maharashtra India

Cite This Article

Bandinee Pradhan, Kaushal Kishore, Nilesh Gokhale (2023). Social media influencers and consumer engagement: A review and future research agenda. International Journal of Consumer Studies, 47(6), 2106-2130. https://doi.org/10.1111/ijcs.12901

Social media influencers and consumer engagement: A review and future research agenda

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