From Screens to Streets: Investigating the Offline Consequences of Online Influencer Collaborations in Social Marketing

Abstract

Social marketing is transforming due to a paradigm shift toward digital platforms. By analyzing case studies and using mixed methods, the author explored the offline impact of online influencer collaborations in social marketing. Moreover, the research analyzes the transition From Screens to Streets and how digital endorsements translate into real-world customer behavioral changes. The author, based on a systematic literature review, developed five hypotheses. With massive and dynamic audiences, online influencers have become vital in advertising anything, varying from health to sustainability. Key research findings indicated that successful marketing campaigns require the influencers' authenticity, alignment with the cause, and the strategic integration of online and offline campaigns. Moreover, these elements are necessary to transform digital engagement into tangible social outcomes. Lastly, this research contributes to understanding the synergy between online influence and offline behavior, suggesting that marketing practitioners must consider and balance influencer cooperation.