{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T19:59:58Z","timestamp":1785009598673,"version":"3.55.0"},"reference-count":131,"publisher":"Wiley","issue":"4","license":[{"start":{"date-parts":[[2021,1,17]],"date-time":"2021-01-17T00:00:00Z","timestamp":1610841600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Int J Consumer Studies"],"published-print":{"date-parts":[[2021,7]]},"abstract":"<jats:title>Abstract<\/jats:title><jats:p>Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the mounting interest of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. In light of the pivotal role of SMIs on the consumer decision journey and as this research domain is still developing, a comprehensive and critical overview of extant research on this topic is sorely needed. In response, this paper is the first to consolidate the present state of research on IM within social media settings. More specifically, a systematic review of relevant studies published in peer\u2010reviewed academic journals across diverse fields was conducted in order to identify key themes and dominant concepts. The analysis of 68 articles from 29 Chartered Association of Business Schools\u2010ranked journals forges a robust understanding of this phenomenon, shedding light on the mechanisms underlying the appeal of SMIs and their influential power in shaping consumer attitudes and behaviour. Based on the analysis, an integrative multidimensional framework is presented that considers antecedents, mediators and moderators of potential outcomes, as well as contextual factors that translate into consumer behaviour. In so doing, various research gaps are identified and avenues for future research are proposed that reflect important emerging areas and unexplored realms with reference to theory, context and methodology. Conclusively, implications of this study for theory and practice are discussed.<\/jats:p>","DOI":"10.1111\/ijcs.12647","type":"journal-article","created":{"date-parts":[[2021,1,18]],"date-time":"2021-01-18T07:34:44Z","timestamp":1610955284000},"page":"617-644","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":959,"title":["Social media influencer marketing: A systematic review, integrative framework and future research agenda"],"prefix":"10.1111","volume":"45","author":[{"given":"Demetris","family":"Vrontis","sequence":"first","affiliation":[{"name":"Department of Marketing, School of Business University of Nicosia Nicosia Cyprus"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Anna","family":"Makrides","sequence":"additional","affiliation":[{"name":"Department of Marketing, School of Business University of Nicosia Nicosia Cyprus"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7457-2701","authenticated-orcid":false,"given":"Michael","family":"Christofi","sequence":"additional","affiliation":[{"name":"Department of Marketing, School of Business University of Nicosia Nicosia Cyprus"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alkis","family":"Thrassou","sequence":"additional","affiliation":[{"name":"Department of Marketing, School of Business University of Nicosia Nicosia Cyprus"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2021,1,17]]},"reference":[{"key":"e_1_2_10_2_1","doi-asserted-by":"publisher","DOI":"10.1108\/JRIM-02-2018-0031"},{"key":"e_1_2_10_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2019.03.003"},{"key":"e_1_2_10_4_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-019-00695-1"},{"key":"e_1_2_10_5_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2020.106443"},{"key":"e_1_2_10_6_1","article-title":"Do influencers need to tell audiences they\u2019re getting paid","author":"Audrezet A.","year":"2019","journal-title":"Harvard Business Review"},{"key":"e_1_2_10_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2018.07.008"},{"key":"e_1_2_10_8_1","doi-asserted-by":"publisher","DOI":"10.1002\/mar.21182"},{"key":"e_1_2_10_9_1","doi-asserted-by":"publisher","DOI":"10.1080\/02650487.2015.1137537"},{"key":"e_1_2_10_10_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2019.09.015"},{"key":"e_1_2_10_11_1","doi-asserted-by":"publisher","DOI":"10.2501\/JAR-2019-030"},{"key":"e_1_2_10_12_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2020.03.003"},{"key":"e_1_2_10_13_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2018.07.005"},{"key":"e_1_2_10_14_1","doi-asserted-by":"publisher","DOI":"10.1108\/IMR-03-2015-0100"},{"key":"e_1_2_10_15_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ibusrev.2019.101625"},{"key":"e_1_2_10_16_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2019.05.026"},{"key":"e_1_2_10_17_1","doi-asserted-by":"publisher","DOI":"10.1177\/0963721417730833"},{"key":"e_1_2_10_18_1","doi-asserted-by":"publisher","DOI":"10.1080\/13527266.2012.730543"},{"key":"e_1_2_10_19_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.hrmr.2018.05.001"},{"key":"e_1_2_10_20_1","doi-asserted-by":"publisher","DOI":"10.1111\/ijmr.12156"},{"key":"e_1_2_10_21_1","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.2018.1539363"},{"key":"e_1_2_10_22_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2020.03.003"},{"key":"e_1_2_10_23_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2020.106342"},{"key":"e_1_2_10_24_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0022-4359(01)00067-7"},{"key":"e_1_2_10_25_1","doi-asserted-by":"publisher","DOI":"10.1080\/02650487.2017.1348035"},{"key":"e_1_2_10_26_1","doi-asserted-by":"publisher","DOI":"10.1080\/02650487.2019.1575108"},{"key":"e_1_2_10_27_1","volume-title":"20 Influencer marketing statistics that will surprise you","author":"Digital Marketing Institute","year":"2019"},{"key":"e_1_2_10_28_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.11.009"},{"key":"e_1_2_10_29_1","doi-asserted-by":"publisher","DOI":"10.1080\/1369118X.2018.1438491"},{"key":"e_1_2_10_30_1","doi-asserted-by":"publisher","DOI":"10.1362\/026725799784870379"},{"key":"e_1_2_10_31_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2018.07.030"},{"key":"e_1_2_10_32_1","volume-title":"Forbes","author":"Evans M.","year":"2019"},{"key":"e_1_2_10_33_1","doi-asserted-by":"publisher","DOI":"10.1515\/9781503620766"},{"key":"e_1_2_10_34_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2018.10.005"},{"key":"e_1_2_10_35_1","doi-asserted-by":"publisher","DOI":"10.1108\/YC-12-2018-0896"},{"key":"e_1_2_10_36_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1468-2370.2007.00217.x"},{"key":"e_1_2_10_37_1","doi-asserted-by":"publisher","DOI":"10.1080\/0267257X.2018.1483960"},{"key":"e_1_2_10_38_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2016.04.181"},{"key":"e_1_2_10_39_1","doi-asserted-by":"publisher","DOI":"10.1089\/cyber.2010.0120"},{"key":"e_1_2_10_40_1","doi-asserted-by":"publisher","DOI":"10.1108\/IMR-01-2019-0028"},{"key":"e_1_2_10_41_1","doi-asserted-by":"publisher","DOI":"10.1080\/08874417.2017.1400929"},{"key":"e_1_2_10_42_1","doi-asserted-by":"publisher","DOI":"10.1509\/jm.10.0088"},{"key":"e_1_2_10_43_1","doi-asserted-by":"publisher","DOI":"10.1108\/EJM-11-2017-0809"},{"key":"e_1_2_10_44_1","volume-title":"Culture\u2019s consequences, comparing values, behaviors, institutions, and organizations across nations","author":"Hofstede G.","year":"2001"},{"key":"e_1_2_10_45_1","article-title":"Why brands are turning away from big Instagram influencers to work with people who have small followings instead","author":"Hosie R.","year":"2019","journal-title":"Business Insider"},{"key":"e_1_2_10_46_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2020.102169"},{"key":"e_1_2_10_47_1","doi-asserted-by":"publisher","DOI":"10.1177\/0022242919854374"},{"key":"e_1_2_10_48_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.04.026"},{"key":"e_1_2_10_49_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.03.082"},{"key":"e_1_2_10_50_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2019.07.009"},{"key":"e_1_2_10_51_1","doi-asserted-by":"publisher","DOI":"10.1057\/s41262-019-00151-z"},{"key":"e_1_2_10_52_1","doi-asserted-by":"publisher","DOI":"10.1108\/MIP-09-2018-0375"},{"key":"e_1_2_10_53_1","doi-asserted-by":"publisher","DOI":"10.1108\/JPBM-08-2018-1987"},{"key":"e_1_2_10_54_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2020.102121"},{"key":"e_1_2_10_55_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusvent.2011.04.001"},{"key":"e_1_2_10_56_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11002-015-9363-0"},{"key":"e_1_2_10_57_1","volume-title":"Personal influence: The part played by people in the flow of mass communications","author":"Katz E.","year":"1955"},{"key":"e_1_2_10_58_1","doi-asserted-by":"publisher","DOI":"10.1080\/0267257X.2020.1718740"},{"key":"e_1_2_10_59_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2020.102133"},{"key":"e_1_2_10_60_1","doi-asserted-by":"publisher","DOI":"10.1002\/mar.21244"},{"key":"e_1_2_10_61_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.02.020"},{"key":"e_1_2_10_62_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2020.106419"},{"key":"e_1_2_10_63_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-016-0503-8"},{"key":"e_1_2_10_64_1","doi-asserted-by":"publisher","DOI":"10.1509\/jm.15.0536"},{"key":"e_1_2_10_65_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.102027"},{"key":"e_1_2_10_66_1","doi-asserted-by":"publisher","DOI":"10.1509\/jm.15.0415"},{"key":"e_1_2_10_67_1","doi-asserted-by":"publisher","DOI":"10.1177\/0022243718824081"},{"key":"e_1_2_10_68_1","volume-title":"The people's choice: How the voter makes up his mind in a presidential campaign","author":"Lazarsfeld P. F.","year":"1948"},{"key":"e_1_2_10_69_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2016.04.171"},{"key":"e_1_2_10_70_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2013.12.009"},{"key":"e_1_2_10_71_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2018.11.054"},{"key":"e_1_2_10_72_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2018.01.010"},{"key":"e_1_2_10_73_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2014.02.007"},{"key":"e_1_2_10_74_1","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.75.4.136"},{"key":"e_1_2_10_75_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.respol.2006.10.001"},{"key":"e_1_2_10_76_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2017.01.007"},{"key":"e_1_2_10_77_1","doi-asserted-by":"publisher","DOI":"10.4018\/978-1-5225-8575-6.ch015"},{"key":"e_1_2_10_78_1","doi-asserted-by":"publisher","DOI":"10.1080\/0267257X.2020.1738525"},{"key":"e_1_2_10_79_1","doi-asserted-by":"publisher","DOI":"10.1086\/669042"},{"key":"e_1_2_10_80_1","doi-asserted-by":"publisher","DOI":"10.1177\/0022243718815429"},{"key":"e_1_2_10_81_1","doi-asserted-by":"publisher","DOI":"10.1111\/deci.12206"},{"key":"e_1_2_10_82_1","doi-asserted-by":"publisher","DOI":"10.1111\/ijcs.12617"},{"key":"e_1_2_10_83_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijresmar.2016.11.004"},{"key":"e_1_2_10_84_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2018.12.014"},{"key":"e_1_2_10_85_1","volume-title":"37 Instagram Stats That Matter to Marketers in 2020","author":"Newberry C.","year":"2019"},{"key":"e_1_2_10_86_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-9236(02)00212-9"},{"key":"e_1_2_10_87_1","volume-title":"Forbes","author":"O'Connor C.","year":"2017"},{"key":"e_1_2_10_88_1","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.1990.10673191"},{"key":"e_1_2_10_89_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1468-2370.2008.00233.x"},{"key":"e_1_2_10_90_1","doi-asserted-by":"publisher","DOI":"10.1080\/13602381.2017.1357316"},{"key":"e_1_2_10_91_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ibusrev.2020.101717"},{"key":"e_1_2_10_92_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jwb.2017.01.003"},{"key":"e_1_2_10_93_1","doi-asserted-by":"publisher","DOI":"10.1108\/IMR-10-2018-0280"},{"key":"e_1_2_10_94_1","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.14.0643"},{"key":"e_1_2_10_95_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jwb.2017.05.003"},{"key":"e_1_2_10_96_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1460-8545.2004.00101.x"},{"key":"e_1_2_10_97_1","volume-title":"Forbes","author":"Rahal A.","year":"2020"},{"key":"e_1_2_10_98_1","doi-asserted-by":"publisher","DOI":"10.1086\/208898"},{"key":"e_1_2_10_99_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2017.06.004"},{"key":"e_1_2_10_100_1","article-title":"Voluntary simplicity: A literature review and research agenda","author":"Rebou\u00e7as R.","year":"2020","journal-title":"International Journal of Consumer Studies"},{"key":"e_1_2_10_101_1","doi-asserted-by":"publisher","DOI":"10.1080\/0267257X.2019.1708781"},{"key":"e_1_2_10_102_1","doi-asserted-by":"publisher","DOI":"10.1111\/ijcs.12206"},{"key":"e_1_2_10_103_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2017.12.049"},{"key":"e_1_2_10_104_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.obhdp.2018.05.008"},{"key":"e_1_2_10_105_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.01.002"},{"key":"e_1_2_10_106_1","doi-asserted-by":"publisher","DOI":"10.1080\/02650487.2019.1634898"},{"key":"e_1_2_10_107_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2019.106225"},{"key":"e_1_2_10_108_1","doi-asserted-by":"publisher","DOI":"10.1080\/15332667.2019.1664872"},{"key":"e_1_2_10_109_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.03.039"},{"key":"e_1_2_10_110_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.01.011"},{"key":"e_1_2_10_111_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2018.01.001"},{"key":"e_1_2_10_112_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2019.04.024"},{"key":"e_1_2_10_113_1","doi-asserted-by":"publisher","DOI":"10.1108\/JCOM-11-2018-0119"},{"key":"e_1_2_10_114_1","first-page":"1","article-title":"When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers","author":"Su Y.","year":"2020","journal-title":"Psychology & Marketing"},{"key":"e_1_2_10_115_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2015.11.012"},{"key":"e_1_2_10_116_1","volume-title":"Forbes","author":"Tobin J.","year":"2020"},{"key":"e_1_2_10_117_1","doi-asserted-by":"publisher","DOI":"10.1002\/mar.21274"},{"key":"e_1_2_10_118_1","doi-asserted-by":"publisher","DOI":"10.1111\/1467-8551.00375"},{"key":"e_1_2_10_119_1","doi-asserted-by":"publisher","DOI":"10.1080\/15332861.2019.1700741"},{"key":"e_1_2_10_120_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2014.04.007"},{"key":"e_1_2_10_121_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2019.09.001"},{"key":"e_1_2_10_122_1","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.2019.1588808"},{"key":"e_1_2_10_123_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2019.03.031"},{"key":"e_1_2_10_124_1","doi-asserted-by":"publisher","DOI":"10.1108\/IMR-07-2019-0202"},{"key":"e_1_2_10_125_1","doi-asserted-by":"publisher","DOI":"10.1108\/EMJB-03-2019-0044"},{"key":"e_1_2_10_126_1","doi-asserted-by":"publisher","DOI":"10.1111\/ijmr.12007"},{"key":"e_1_2_10_127_1","doi-asserted-by":"publisher","DOI":"10.1086\/518527"},{"key":"e_1_2_10_128_1","doi-asserted-by":"publisher","DOI":"10.1080\/16522354.2018.1501146"},{"key":"e_1_2_10_129_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2018.01.005"},{"key":"e_1_2_10_130_1","doi-asserted-by":"publisher","DOI":"10.1177\/1069031X18809988"},{"key":"e_1_2_10_131_1","article-title":"How celebrity endorsements influence young consumers","author":"Young K.","year":"2017","journal-title":"Global WebIndex"},{"key":"e_1_2_10_132_1","doi-asserted-by":"publisher","DOI":"10.1509\/jm.74.2.133"}],"container-title":["International Journal of Consumer Studies"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/ijcs.12647","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/full-xml\/10.1111\/ijcs.12647","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/ijcs.12647","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2023,8,29]],"date-time":"2023-08-29T09:46:20Z","timestamp":1693302380000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/ijcs.12647"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,1,17]]},"references-count":131,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2021,7]]}},"alternative-id":["10.1111\/ijcs.12647"],"URL":"https:\/\/doi.org\/10.1111\/ijcs.12647","archive":["Portico"],"relation":{},"ISSN":["1470-6423","1470-6431"],"issn-type":[{"value":"1470-6423","type":"print"},{"value":"1470-6431","type":"electronic"}],"subject":[],"published":{"date-parts":[[2021,1,17]]},"assertion":[{"value":"2020-08-21","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2020-12-21","order":1,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2021-01-17","order":2,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}