Market-Tržište, Vol. 36 No. 1, 2024.
Prethodno priopćenje
https://doi.org/10.22598/mt/2024.36.1.99
Influence Decoded: Challenges and Opportunities Shaping the Future of Influencer Marketing Research
Sven Harambašić
Vatroslav Škare
orcid.org/0000-0002-0541-4187
; University of Zagreb Faculty of Economics and Business
Sažetak
Purpose: This paper presents a comprehensive exploration of the theoretical underpinnings of influencer marketing, with a particular emphasis on identifying and elaborating on key research opportunities in the field. As influencer marketing continues to evolve, understanding these critical research areas becomes imperative for scholars and practitioners alike.
Design / Methodology / Approach: Utilizing a synthesis of existing literature, critical and in-depth analysis, this paper examines seven distinct research opportunities within influencer marketing. These opportunities address pressing questions surrounding the measurement of influencer impact, content strategy formulation, platform selection, personal brand alignment, AI integration, influencer-content creator distinctions, and considerations of cultural and generational differences.
Findings and Implications: The research uncovers critical insights into the evolving landscape of influencer marketing, applying qualitative research in order to advance theory and unravel intricate relationships in this field. It highlights the need for nuanced measurement metrics beyond mere follower counts, underscoring the importance of influencer-consumer alignment. Additionally, the study emphasizes the critical role of authentic content narratives and platform-specific strategies. The integration of AI and the emergence of AI-powered influencers present a transformative shift, necessitating further investigation.
Limitations: As a qualitative research endeavor, this paper acknowledges the constraints of limited generalizability inherent in this methodology. The findings may be contextually bound, and further empirical studies may be necessary for broader applicability. The qualitative nature of this research may provide rich insights, but lacks the statistical robustness associated with quantitative approaches.
Originality: This paper stands out by placing the spotlight on seven vital research opportunities within the domain of influencer marketing. It recognizes these opportunities as the crux of the field’s evolution, offering valuable insights for practitioners, researchers, and policymakers.
Ključne riječi
influencer marketing; social media metrics; content strategy; AI integration; digital marketing;
Hrčak ID:
318209
URI
Datum izdavanja:
21.6.2024.
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