Influencer marketing research: a systematic literature review to identify influencer marketing threats

This study aims to identify and classify the influencer marketing threats mentioned overtly or implicitly in previous studies on brand use and future research. In this study, a systematic literature review protocol was followed, in which 28 influencer marketing studies from January 2012 to January 2022 from ten databases were selected, and relevant data were extracted to answer the research questions. There are 11 identified threats to influencer marketing and include the following: fake followers and fake comments; lack of proper disclosure and explanation of sponsorship; inappropriate influencer selection; heavy brand control over influencers; insufficient brand control over content produced by influencers before publishing; choosing an inappropriate platform; the negative influence of influencers on the appearance of the brand; negative influence on the consumption, habits, and lifestyle of children; lack of proper and special contracts with influencers; increased saturation rate; and running parallel advertising for brands. The most prominent threats identified in the studies include inappropriate influencer selection; choosing an inappropriate platform; and the negative influence of influencers on the appearance of the brand. Using an inductive approach and zooming in and out of the target research, a general framework for influencer marketing threats was obtained. Brands, influencers, organizations, policy makers or researchers interested in influencer marketing and digital marketing can use the resulting framework of this research.