Abstract
Influencer marketing is a marketing strategy used in the digital ecosystem to promote products or services through influencers or influential people in the digital environment. These influencers can be celebrities, experts on a particular subject, or simply people with a large follower base on social media. Thus, influencing followers can help promote a brand or product more effectively than traditional marketing. Although influencer marketing is a central concept in current trends in marketing strategies, most marketing managers have yet to incorporate it into their agenda. As a result, more research is needed to provide reliable and accurate data on influencer marketing to empower marketing managers and their teams with the necessary knowledge. Based on this research gap, a systematic bibliometric literature review was conducted. This research essay aims to assess the challenges and opportunities, thus building a reference framework for influencer marketing in the digital ecosystem.
TopMethodological Approach
A systematic bibliometric literature review was conducted to identify and synthesize data on influencer marketing in the current digital ecosystem. This methodology was selected based on Linnenluecke et al. (2020) description of systematic reviews as research methodologies that systematically collect data and evaluate it against a predetermined criterion instead of providing an unsystematic review of some studies based on the researcher's judgment. This systematic approach provides a balance between thoroughly uncovering a larger pool of publications and methodically finding a smaller number of papers that meet inclusion criteria and help achieve the desired research goals. Given the increased attention in influencer marketing, published research has increased significantly. Therefore, this approach was deemed effective in narrowing down the studies to those that specifically address the research topic.
The search process began with determining the database to use in identifying relevant sources. The Scopus database was selected for its popularity and recognition as one of the largest curated abstract and citation databases of peer-reviewed literature, including scientific journals, books, and conference proceedings (Baas et al., 2020).
Key Terms in this Chapter
Digital Ecosystem: The digital ecosystem includes a network that integrates digital channels, such as different platforms (Facebook, Twitter, and Instagram) and analysis tools, used by companies to achieve engagement with their audiences, with the aim of promoting their products or services, providing a personalized experience.
Digital Influencers: Are considered experts in certain areas such as fashion, cosmetics, travel, among others, who use different social media platforms such as Instagram, YouTube and TikTok to promote their lifestyle and reach the trust of the largest number of digital followers.
Influencer Marketing: The concept of influencer marketing is a strategic aspect that encompasses the influence that digital influencers have on potential customers of a brand.
Brand Awareness: In the context of digital marketing, awareness refers to the level of recognition that customers have of a brand, product, or service. Companies can build brand awareness through various marketing strategies, such as advertising, sponsorships, social media marketing, and public relations.
Brand Reputation: Represents the perception that the public has of a brand. It includes all the beliefs, feelings, and attitudes that people have about the brand based on their experiences with the company, its products or services, and its messages.
Brand Engagement: The concept of engagement is currently used to define the relationship that companies build with all their customers, employees, and Stakeholders in order to create a positive impact on the communities where they operate.
Brand Loyalty: Is the result of an emotional attachment to the brand that translates into a feeling of trust and loyalty, which leads to positive recommendations and repeat purchases by the consumer.