Antecedents and Effects of Influencer Marketing Strategies: A Systematic Literature Review and Directions for Future Research

Over the last decade, the adoption and use of Influencer marketing strategies have grown exponentially, resulting in the growing concerns of both academics and practitioners. Researchers have investigated the characteristics of the influencers, the nature of online interactions that occur over social media, and the effects of various antecedents of influencer adoption in the past. Based on a systematic assessment of more than 20 years of social media Influencer marketing research, the current study identifies and reviews the major themes present in the influencer marketing literature. Based on the analysis, an integrative multi-dimensional framework that considers theoretical frameworks, antecedents, mediators, and moderators of potential outcomes is presented. Besides integrating and synthesising the current body of knowledge about social media influencer marketing, the study provides valuable directions for future research that have impacts on digital marketing theory and practice.