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The Role Of Influencer Marketing In Shaping Consumer Behavior In The Digital Age
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How Businesses Can Use Social Media Influencers
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By Lie Ao Lie Ao Scilit Preprints.org Google Scholar 1, Rohit Bansal Rohit Bansal Scilit Preprints.org Google Scholar 2, * , Nishita Pruthi Nishita Pruthi Scilit Preprints.org Google Scholar 3 and Muhammad Bilawal Khaskheli Muhammad Bilawal Khaskheli Scilit Preprints.org Google Expert 4, *
The Role Of Influencer Outreach In Driving Engagement
Received: 30 December 2022 / Revised: 23 January 2023 / Accepted: 31 January 2023 / Published: 2 February 2023
(This article is about Special Purpose Customer Development and Sustainable Marketing Development in Online and Offline Settings)
The objective of this study is to provide a meta-analysis of empirical findings in the literature about the characteristics of social media influencers in relation to customer engagement and purchase intention. For this purpose, the researchers obtained eight characteristics of social media influencers, i.e. individuality, skill, honesty, integrity, product satisfaction, entertainment value, and information value. , it’s beautiful. The current study has 176 effect sizes from 62 individual studies, with a pooled sample of 22,554 people. The results show that these characteristics are positively related to customer engagement and purchase intention. The entertainment value of social media influencers is the strongest link to consumer engagement of all the attributes studied in this analysis. It was also determined that influencer credibility was more related to purchase intention than other attributes. This work provides a new way to reduce the variability of influence in marketing research by showing the directions of relationships and the magnitude of the impact of these relationships.
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The popularity of social media among young and old generations has made it widely used as a new marketing communication platform . Consumers are exposed to a large number of marketing campaigns initiated by businesses and move easily, without thinking about where or where they are, in the digital world of social media networks  . Due to the nature of social media such as live chats and the ability to communicate, individuals can have direct digital relationships with their favorite brands, popular influencers, and other users . Social media users can express their attitudes and opinions about a brand’s products or the actions of other users simply by pressing the “like” or “dislike” button or by posting positive or negative comments on the post.
As consumers increasingly rely on social media applications for decision making (e. The term “social media influencer” refers to famous people who specialize in an industry, such as music, health, travel or fashion, who publish and spread their communication online with other social media users. Social media users see social media speakers who know their specific niches as more authentic and reliable than popular brands on social media and conventional media . In addition, social media also influences all types of businesses. They use it to promote their products at low cost, improve communication with customers and other stakeholders, and increase their visibility to more customers.
Influencer marketing has grown exponentially in numbers. The influencer market has grown from $1.7 billion in 2016 to $9.7 billion in 2020 . It will increase to $13.8 billion in 2021, showing continued growth . The market will grow to a $16.4 billion business by 2022 . The spokesperson can quickly become an important part of the brand’s marketing strategy . Brands are increasingly working with social media developers as they recognize this new opportunity to connect with their audience . It was recently recorded that 93% of marketers have done influencer marketing campaigns, and it is now recognized as an important campaign .
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There is also an increase in the number of studies related to influencer marketing . In addition, an in-depth review of the current literature on influencer marketing shows that the authors investigated the role of social media characteristics in the creation of purchase intention , consumer involvement [ 13], brand equity , brand loyalty.  15], etc.
However, existing research shows mixed results regarding the effect of social media influencer characteristics on purchase intention and customer engagement. The results differ in terms of the strength of the relationship between social media influencer attributes and consumer behavior and purchase intention. For example, ref.  reported that skill had a small effect on customer performance, while  found that skill had a significant effect on customer performance. Similarly, Shan et al.  found a negative effect of homophily on purchase intention, while Shen et al.  concluded that there is a positive and high correlation between homophily and purchase intention. Therefore, despite many studies, researchers have not reached a consensus on the relationship between social media influencer characteristics and customer involvement and purchase intention.
In light of these good results and the increasing number of calls from professionals who want to apply, it is important to understand the effects of influencer marketing. On this basis, professionals can choose their goals, positions, announcements, and activities related to participation in a simple and understandable way. From a theoretical perspective, the clarity of this concept can reduce the confusion in the influencer marketing literature. Meta-analysis is often used to combine findings to better understand and clarify hypothetical findings [20, 21].
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Although researchers such as  do their best to compile literature through systematic literature review, the scope of systematic review is limited if it does not include meta-analysis. The results of the secondary data collected were appropriately summarized in the meta-analysis. In this way, the current study aims to provide a meta-analysis of empirical findings in the literature on the characteristics of social media influencers in customer engagement and purchase intention. . This study synthesized 176 effect sizes from 62 individual studies with a total of 22,554 individuals as a pooled sample.
This analysis makes several contributions to the current influencer marketing literature. First, a statistical synthesis of research examining the relationship between social media influencers and consumer purchase intention and engagement. Second, by conducting a meta-analysis, we will address conflicting results in the SMI literature. This study contributes to the literature by reducing the heterogeneity of influence in marketing research by showing the directions of relationships and the magnitude of these relationships. Additionally, it provides guidance to practitioners in determining what characteristics to look for in an influencer when they are about to validate their results.
Furthermore, this article is divided into different sections. A literature review and hypothesis development section explains the current literature on social media influencers and their characteristics. The hypotheses in this section are developed based on previous literature. The methods section provides details of the methods used for data collection, data identification, and data analysis. This is followed by the product and discussion section. Next, limitations and future research directions, as well as practical implications, are discussed. Finally, the conclusion section is given to summarize this research work in brief.
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A social developer is “a person who has an active and active influence on social media, and who does not know if they do not follow them” . Influencers publish content in a niche, such as food, travel, fitness, or fashion  on social media platforms such as Facebook, YouTube, Twitter, and Instagram. To keep up with the latest trends, people or customers who like a certain piece can follow and talk to influencers. People have the opportunity to build a popular base and gain popularity online by posting original content and content, leading to the emergence of social media influencers.
Social media developers are getting a lot of attention from professionals
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