Influencer marketing research: review and future research agenda

Abstract

Influencer marketing has been lauded as one of the most thriving marketing strategies within the contemporary marketing landscape. Nonetheless, numerous opportunities and challenges within the influencer marketing sphere remain to be probed, and its trajectory is somewhat ambiguous in light of emerging technologies and changes in consumers’ consumption patterns. This article delves into the subject matter through the prisms of influencer marketing effectiveness, ethical considerations, societal implications, and the future development of influencer marketing. Within each section, the article provides a snapshot of the current state of understanding and delineates potential avenues for future research. In essence, the article offers a nuanced take on the influencer marketing phenomenon, examining its bright and dark sides to business and society, thereby serving as a springboard to spark scholarly and practical interests.

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