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Abstract
Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,531 effect sizes from 251 papers, assesses influencer marketing effectiveness by examining its antecedents, mediators, and moderators. Building on the persuasion knowledge model to develop and test a framework, we identify post, follower, and influencer characteristics as key antecedents impacting both non-transactional (i.e., attitude, behavioral engagement, and purchase intention) and transactional (i.e., purchase behavior and sales) marketing outcomes. For non-transactional outcomes, follower characteristics (social identity) have the strongest effects on consumer attitudes and behavioral engagement, while post characteristics (informational value and hedonic value) exert stronger effects on purchase intention. For transactional outcomes, influencer characteristics (influencer communication) have the strongest effects on purchase behavior. These antecedents also affect marketing outcomes indirectly through persuasion knowledge and source credibility. Moderation results indicate that direct and indirect effects of antecedents depend on social media types (i.e., nature of connection and usage) and product types (i.e., information availability and status-signaling capability). These results consolidate and advance the literature and offer insights into enhancing the effectiveness of influencer marketing.
Academic Publication Influencer marketing effectiveness: A meta-analytic review
Research Abstract & Technology Focus
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Influencer marketing effectiveness: A meta-analytic review
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Influcio
As a marketer, influencer marketing is a crucial part for our growth. I'm really excited to see products like this emerging and looking forward to the brand new AI powered influencer campaigns.
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What is the core focus of the research titled 'Influencer marketing effectiveness: A meta-analytic review'?
This literature focuses on: Abstract Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-ana...
Are there open-source GitHub repositories related to Influencer marketing effectiveness: A meta-analytic review?
Yes, open-source projects like LeoYeAI/openclaw-master-skills (🧠Curated collection of 339+ best OpenClaw skills — weekly updated by MyClaw.ai from ClawHub, GitHub & community. AI, productivity, dev, marketing...) are actively building upon these concepts.
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What other academic literature is closely related to 'Influencer marketing effectiveness: A meta-analytic review'?
Yes, highly correlated activity was mapped. An entry titled 'Influencer marketing effectiveness: A meta-analytic review' discusses this: Abstract Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer...
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