The Impact of Influencer Marketing on Consumer Behavior: A Meta-Analytic Review

Abstract

Purpose: The research paper titled "The Impact of Influencer Marketing on Consumer Behavior: A Meta-analytic Review" aims to investigate the effects of influencer marketing on consumer behavior. By conducting a comprehensive meta-analysis, the study seeks to synthesize and analyze existing research to provide valuable insights into the effectiveness and implications of influencer marketing strategies on consumers.

Theoretical Framework: The paper employs a robust theoretical framework that integrates theories from marketing, social psychology, and communication. It delves into consumer behavior theories to understand how influencers' persuasive power, credibility, and social identity impact consumers' attitudes, purchase intentions, and decision-making processes.

Design/Methodology/Approach: This research adopts a meta-analytic approach to review and synthesize data from multiple primary studies conducted in the domain of influencer marketing. The authors meticulously gather and analyze data from various empirical studies, ensuring statistical rigor to draw meaningful and reliable conclusions.

Findings: The meta-analytic review yields compelling findings regarding the impact of influencer marketing on consumer behavior. It sheds light on the significant positive influence of influencers on consumers' attitudes, brand perceptions, and purchase intentions. The study identifies specific factors that enhance influencer marketing effectiveness and outlines key characteristics of successful influencer campaigns.

Research, Practical & Social Implications: The paper's findings have several research implications, offering researchers valuable insights into the role of influencer marketing in shaping consumer behavior. Practically, marketers and brands can leverage these findings to design more effective influencer marketing strategies, improving their reach and impact on target audiences. Additionally, the study addresses the social implications of influencer marketing, including potential ethical concerns, such as transparency, authenticity, and consumer protection.

Originality/Value: This meta-analytic review contributes significant value to the existing body of knowledge on influencer marketing and its impact on consumer behavior. By synthesizing and critically evaluating a wide range of studies, the paper offers a comprehensive and up-to-date understanding of the subject. The research fills a crucial gap in the literature and provides valuable guidance for marketers, scholars, and policymakers in harnessing the potential of influencer marketing effectively.