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.
The authors of this article notes that influencer marketing could be considered as an effective and cost-efficient mode of marketing. It is also indicated that influencer marketing is not considered as advertising by consumers due to its way of reaching and highly engaging the target audience. It is however observed that influencer marketing is being adopted on a trial and error basis. Most companies using influencer marketing are never sure whether they are doing it correctly or whether the company will realize a return on investment in the long run. On the other hand, there is a rising trend on influencer marketing academic research. These efforts have offered a deeper understanding on different aspects of influencer marketing. This study focuses on the bibliometric and content analysis on the current influencer marketing research to identify key authors, publications and leading journals. The author also further to identify the primary themes within the influencer marketing field. Some of the common keywords highlighted in the study include Social Media, Blog, and YouTube. These set of keywords played a significant role in search of the literature review materials. Therefore, it was concluded that there was no single strategy that could be used across all social media influencer marketing campaigns. It is therefore advisable for companies to spend more time in identifying the right type of influencers before making budget allocations for social media marketing campaigns. This approach would help in building a sustainable social media influencer marketing community that would lead to brand growth in the long run. Most importantly, companies should put an emphasis on the ethical influencer marketing campaigns to ensure there is an alignment with the societal values and moral while promoting the brand. The author finally notes that the dynamic nature of influencer marketing and therefore the study is only providing an insight into the sector which requires continuous study to discover new dimensions and emerging issues.
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