Social Media Influencers and Purchase Intention: A Review and Research Agenda
社交媒体影响者与购买意愿：综述与研究议程
首次发布：2025 年 4 月 10 日 https://doi.org/10.1111/ijcs.70046
Funding: The authors received no specific funding for this work.
资助：作者未为此项工作获得特定资助。
ABSTRACT 摘要
Recent advancements in social media influencer marketing and growing attention from practitioners have propelled academic investigation. Owing to its enormous potential as a research domain, the influence of social media influencers on consumer purchase intention has gained increasing importance. Motivated by the diverse knowledge of this emerging stream of research, we consolidated the existing body of literature through a systematic literature review (SLR) employing SPAR-4-SLR. By integrating 76 articles published in international peer-reviewed journals between January 2011 and December 2023, our review highlights the key areas of existing research in social media influencers and purchase intention. It provides an organizing framework to assist future research. We attempted to combine the stock of knowledge through the TCCM framework to identify several theories, contexts, characteristics, and methods used in this domain. Our review highlights significant research gaps and directs future research addressing key aspects such as theories, contexts, characteristics, and methodologies. Our findings suggest that future researchers can investigate psychological theories such as social identity, social learning, and social influence theory, among others, in the context of virtual influencers, mom influencers, travel, or food influencers. Additionally, research can examine the negative effect of social media influencers on consumer purchase intention. Further researchers can use eye-tracking and facial recognition methods to gain deeper insights into social media influencers' effectiveness. Researchers from varied disciplines, such as consumer behavior, psychology, and marketing, can gain insights from this review and conduct research in the future. At the same time, practitioners can implement social media influencer marketing in their businesses.
社交媒体影响者营销的近期进展以及从业者日益增长的关注推动了学术研究。由于这一研究领域具有巨大的潜力，社交媒体影响者对消费者购买意愿的影响日益重要。受这一新兴研究领域的多样化知识启发，我们通过采用 SPAR-4-SLR 的系统文献综述（SLR）整合了现有文献。通过整合 2011 年 1 月至 2023 年 12 月间发表在国际同行评审期刊上的 76 篇文章，我们的综述突出了社交媒体影响者与购买意愿现有研究的关键领域，并提供了一个组织框架以协助未来研究。我们尝试通过 TCCM 框架整合知识库，以识别该领域使用的若干理论、背景、特征和方法。我们的综述突出了重要的研究空白，并指导未来研究关注理论、背景、特征和方法等关键方面。 我们的研究发现，未来研究者可以在虚拟网红、妈妈网红、旅游或美食网红的背景下，研究社会认同、社会学习和社会影响理论等心理理论。此外，研究可以考察社交媒体网红对消费者购买意愿的负面影响。进一步的研究者可以使用眼动追踪和面部识别方法，更深入地了解社交媒体网红的有效性。来自消费者行为、心理学和市场营销等不同学科的研究者可以从本综述中获得启发，并在未来开展研究。同时，从业者可以在其业务中实施社交媒体网红营销。
1 Introduction 1 引言
One of the significant challenges brand managers face is effectively communicating their brand message to the target audience. With the rise of social media, the communication network between brands and consumers has become more streamlined in the digital space, allowing brands to connect directly with potential customers. One of the most accepted strategies for reaching the target audience is influencer marketing (Childers et al. 2019), where marketers leverage the power of digital celebrities, also known as social media influencers (SMIs), to engage with their audience, create brand awareness, foster engagement, and drive consumer purchase intentions (Leung et al. 2022).
品牌经理面临的一项重大挑战是有效地向目标受众传达品牌信息。随着社交媒体的兴起，品牌与消费者之间的沟通网络在数字空间中变得更加顺畅，使品牌能够直接与潜在客户建立联系。在触达目标受众的最被接受的策略中，影响力营销（Childers 等人，2019 年）是最重要的一种，营销人员利用数字名人的力量，也称为社交媒体影响者（SMIs），与受众互动，提高品牌知名度，促进参与度，并推动消费者的购买意愿（Leung 等人，2022 年）。
In today's marketing landscape, SMI marketing is highly relevant because it can reach a broader audience than traditional marketing methods (Rohde and Mau 2021). Recognizing the potential of this vast reach, marketers are increasingly collaborating with SMIs to promote their products and services (Farivar and Wang 2022). Considered “trusted tastemakers,” SMIs derive their influence primarily from their expertise in a specific niche, which grants them the power to influence consumer purchase decisions (Ye et al. 2021; De Veirman et al. 2017). For instance, Huda Kattan, an American beauty blogger with over 50 million followers worldwide (Schaffer 2022), significantly influences her followers' buying behaviors.
在当今的营销环境中，社交媒体影响者营销（SMI 营销）具有高度相关性，因为它比传统营销方法能触达更广泛的受众（Rohde and Mau 2021）。认识到这种广泛触达的潜力，营销人员正越来越多地与社交媒体影响者合作来推广他们的产品和服务（Farivar and Wang 2022）。被视为“值得信赖的意见领袖”，社交媒体影响者的影响力主要来源于他们在特定领域的专业知识，这赋予他们影响消费者购买决策的能力（Ye et al. 2021；De Veirman et al. 2017）。例如，美国美妆博主胡达·卡坦拥有全球超过 5000 万粉丝（Schaffer 2022），她显著地影响着粉丝的购买行为。
SMIs are considered opinion leaders with a strong social media presence, often evaluated based on their follower count and the content they share about their daily lives, including product recommendations and feedback (Casaló et al. 2020; De Veirman et al. 2017; Freberg et al. 2011). They are incentivized by marketers, either through monetary compensation or in-kind rewards, to promote firms' offerings to target audiences. SMIs use these offerings to create social media content, generating awareness and engaging their audience (Sardar et al. 2024). Through their content, they can affect the behavior and attitudes of their followers. Due to the persuasive nature of these influencers, marketers are increasingly using them to spread their brand messages and reach their target customers (Koay et al. 2022; Yuan and Lou 2020).
社交媒体影响者被认为是具有强大社交媒体影响力的意见领袖，通常根据他们的粉丝数量以及他们分享的关于日常生活的内容进行评估，包括产品推荐和反馈（Casaló等人 2020；De Veirman 等人 2017；Freberg 等人 2011）。他们通过营销人员提供的金钱补偿或实物奖励来推广公司的产品，以吸引目标受众。社交媒体影响者利用这些产品来创建社交媒体内容，从而提高知名度并吸引受众（Sardar 等人 2024）。通过他们的内容，他们可以影响粉丝的行为和态度。由于这些影响者的说服力，营销人员越来越多地使用他们来传播品牌信息并接触目标客户（Koay 等人 2022；Yuan 和 Lou 2020）。
In response to the recent shift toward SMI marketing, there has been a significant increase in scholarly investigation into the advantages of partnering with influencers (Childers and Boatwright 2021). These advantages include enhancing brand awareness, fostering consumer engagement, and influencing purchase intention (Shen 2021).
针对最近向 SMI 营销的转变，学者们对与网红合作的优势进行了大量研究（Childers 和 Boatwright 2021）。这些优势包括提升品牌知名度、促进消费者参与度以及影响购买意愿（Shen 2021）。
1.1 Influencer Marketing
1.1 影响者营销
The concept of influencing consumer behavior is not new in the marketing context. In the past, marketers have relied on traditional media channels, such as television and newspapers, when attempting to influence audiences (Masuda et al. 2022). With the rise of the internet, collaboration with SMIs has emerged as a powerful marketing tool. Brand managers now rely on these influencers to reach target audiences through a strategy known as influencer marketing. SMIs have built a sizable number of followers and have a significant social influence on them (Leung et al. 2022). While some influencers have achieved celebrity-like status due to their large followings, there is a fundamental difference between traditional celebrities and SMIs (Schouten et al. 2021). Celebrities typically gain fame through acting, music, and sports, whereas SMIs build their reputation through their online presence and follower engagement (Ouvrein et al. 2021). These influencers portray their everyday lives, experiences, and opinions by creating and disseminating content on social media (Lee and Eastin 2020).
在营销领域，影响消费者行为的概念并非新事物。过去，当试图影响受众时，营销人员依赖传统媒体渠道，如电视和报纸（Masuda 等人，2022 年）。随着互联网的兴起，与社交媒体影响者（SMIs）的合作已成为一种强大的营销工具。品牌经理现在依赖这些影响者通过一种称为影响者营销的策略来触达目标受众。SMIs 已经积累了大量粉丝，并对他们产生显著的社会影响力（Leung 等人，2022 年）。虽然一些影响者因其庞大的粉丝群体而获得了类似名人的地位，但传统名人与 SMIs 之间存在根本区别（Schouten 等人，2021 年）。名人们通常通过表演、音乐和体育获得名声，而 SMIs 则通过其在线存在和粉丝互动来建立声誉（Ouvrein 等人，2021 年）。这些影响者通过在社交媒体上创建和传播内容来展现他们的日常生活、经历和观点（Lee 和 Eastin，2020 年）。
However, with the rising number of social media influencers, Campbell and Farrell (2020) have categorized SMIs into several types based on follower count, perceived authenticity, and expertise. These categories are mega influencers, macro influencers, micro-influencers, and nano influencers. Mega influencers have 1 million or more followers and are similar to celebrities. Macro influencers have yet to gain celebrity status and have between 100,000 and 1 million followers. Micro-influencers are experts in a specific niche and have higher engagement with their followers. Their number of followers is between 10,000 and 100,000. Lastly, nano influencers are at the beginning of their career with a follower count below 10,000. All these influencers exert different levels of influence on consumer buying decisions. Recent academic investigations revealed that mega and macro influencers can influence followers' purchase intention through their popularity and reach (De Veirman et al. 2017; Fitriati et al. 2023). In contrast, micro-influencers influence followers' purchase intentions through their expertise and knowledge in a specific niche (Djafarova and Trofimenko 2019; Shen 2021).
然而，随着社交媒体影响者的数量不断增多，Campbell 和 Farrell（2020）根据粉丝数量、感知真实性和专业性将社交媒体影响者（SMIs）分为几种类型。这些类型包括超级影响者、宏观影响者、微观影响者和纳米影响者。超级影响者拥有 100 万或更多的粉丝，类似于名人。宏观影响者尚未获得名人地位，拥有 10 万到 100 万之间的粉丝。微观影响者在特定领域是专家，与粉丝有更高的互动率。他们的粉丝数量在 1 万到 10 万之间。最后，纳米影响者处于职业生涯的早期，粉丝数量低于 1 万。所有这些影响者对消费者的购买决策产生不同程度的影响。最近学术研究表明，超级和宏观影响者可以通过他们的知名度和影响力来影响粉丝的购买意愿（De Veirman 等人，2017 年；Fitriati 等人，2023 年）。相比之下，微观影响者通过他们在特定领域的专业知识和知识来影响粉丝的购买意愿（Djafarova 和 Tروفименко，2019 年；Shen，2021 年）。
Recently, SMI marketing and its impact on consumers' purchase intentions have received increasing academic interest. Studies have explored how marketers use SMIs to generate positive marketing outcomes, such as eWOM and purchase intention (Bu et al. 2022; Dhun and Dangi 2022; Masuda et al. 2022). Recent literature highlights the significant influence of social media influencers on consumers' purchase intention (Bi and Zhang 2022; Reinikainen et al. 2020). Given the growing academic focus on this topic, assessing the current state of research and identifying emerging trends is crucial for shaping future research in this area.
近年来，社交媒体影响者营销及其对消费者购买意愿的影响日益受到学术界的关注。已有研究探讨了营销人员如何利用社交媒体影响者来产生积极的营销效果，例如电子口碑和购买意愿（Bu 等人，2022 年；Dhun 和 Dangi，2022 年；Masuda 等人，2022 年）。近期文献强调了社交媒体影响者对消费者购买意愿的显著影响（Bi 和张，2022 年；Reinikainen 等人，2020 年）。鉴于学术界对这一主题的关注日益增长，评估当前研究现状并识别新兴趋势对于塑造该领域未来的研究方向至关重要。
Research on influencer marketing has expanded significantly since 2016. Sundermann and Raabe (2019) conducted a literature review on influencer marketing as a strategic communication tool, analyzing 39 articles published between 2011 and 2018. De Veirman et al. (2019) extended this work by examining the influence of child vloggers on young children. Other reviews have addressed consumer engagement with SMI content (Pradhan et al. 2023a) and consumer behavior (Kanaveedu and Kalapurackal 2022). In addition, Tanwar et al. (2022) used bibliometric analysis to identify trends in influencer marketing, and Vrontis et al. (2021) used citation and thematic analysis to conduct a review on influencer marketing.
自 2016 年以来，关于网红营销的研究已显著扩展。Sundermann 和 Raabe（2019）对网红营销作为战略传播工具进行了文献综述，分析了 2011 年至 2018 年间发表的 39 篇文章。De Veirman 等人（2019）通过研究儿童博主对幼儿的影响，扩展了这项工作。其他综述探讨了消费者对 SMI 内容的参与度（Pradhan 等人 2023a）和消费者行为（Kanaveedu 和 Kalapurackal 2022）。此外，Tanwar 等人（2022）使用文献计量分析来识别网红营销的趋势，Vrontis 等人（2021）使用引文和主题分析对网红营销进行了综述。
Existing literature reviews have primarily focused on the broad aspects of influencer marketing. However, given the rapid evolution of this research area, a comprehensive review focusing on past research findings could foster future research in the domain. Gaining new insights into influencer marketing, particularly its influence on consumer purchase intention, may also be valuable, as previous reviews have largely examined broader aspects of influencer marketing. Purchase intention is a critical outcome variable in marketing research that directly connects to consumer behavior and business performance. Purchase intention is a reliable predictor of actual purchase behavior (Morrison 1979). Marketing managers leverage consumer purchase intention to predict future sales and tailor their marketing efforts to maximize impact. According to Beichert et al. (2024), increasing sales is the primary goal of running an influencer marketing campaign, which means that understanding consumer purchase intention is crucial for designing them. Moreover, Pradhan et al. (2023a) highlighted the importance of influencer marketing outcome variables, such as brand attitude and purchase intention. Owing to this gap in the literature, the present systematic literature review complements previous reviews by focusing on how SMIs influence their followers' purchase intentions. Following Paul (2024), our review addresses the following research questions.
现有的文献综述主要关注了网红营销的宏观方面。然而，鉴于该研究领域正在迅速发展，一份聚焦于过去研究成果的全面综述能够促进该领域的未来研究。深入了解网红营销，特别是其对消费者购买意愿的影响，也可能具有重要价值，因为之前的综述主要考察了网红营销的更广泛方面。购买意愿是营销研究中一个关键的结果变量，它直接关联到消费者行为和商业绩效。购买意愿是实际购买行为的可靠预测指标（Morrison 1979）。营销经理利用消费者购买意愿来预测未来销售额，并调整其营销策略以最大化影响。根据 Beichert 等人（2024）的研究，增加销售额是运行网红营销活动的主要目标，这意味着理解消费者购买意愿对于设计这些活动至关重要。此外，Pradhan 等人（2023a）强调了网红营销结果变量（如品牌态度和购买意愿）的重要性。 由于文献中的这一空白，本次系统文献综述通过关注社交媒体影响者如何影响其粉丝的购买意愿，补充了之前的综述。根据 Paul（2024）的研究，我们的综述将探讨以下研究问题。
1.2 Research Questions 1.2 研究问题
我们的综述旨在通过回答以下研究问题来推进该领域的理论与知识：
RQ1: What are the Theories (T) used in the existing literature to examine the SMIs' effect on followers' purchase intention?
研究问题 1（RQ1）：现有文献中用于检验社交媒体影响者（SMIs）对粉丝购买意愿影响的理论（T）有哪些？
RQ2: What are the Contexts (C) (such as geographic location, industry) examined in the existing literature focusing on SMIs' effect on followers' purchase intention?
研究问题 2（RQ2）：现有文献中在关注社交媒体影响者对粉丝购买意愿影响时，考察的背景（C）（如地理位置、行业）有哪些？
RQ3: What are the Characteristics (C) (antecedents, mediators, and moderators) studied in the existing literature focusing on SMIs' effect on followers' purchase intention?
研究问题 3（RQ3）：现有文献中在关注社交媒体影响者对粉丝购买意愿影响时，研究的前因变量（antecedents）、中介变量（mediators）和调节变量（moderators）有哪些？
RQ4: What are the Methodologies (M) employed in the existing literature to examine the SMIs' effect on followers' purchase intention?
RQ4：现有文献中采用了哪些方法（M）来检验社交媒体影响者对粉丝购买意愿的影响？
RQ5: What are the future research agendas under each element of the TCCM framework applied to SMIs' effect on followers' purchase intention?
RQ5：在 TCCM 框架应用于社交媒体影响者对粉丝购买意愿的影响时，每个要素的未来研究议程是什么？
Our focus was on the effect of SMIs on purchase intention. We included 76 papers in this review using the “Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR)” protocol developed by Paul et al. (2021). Previous research has utilized various review methodologies, including bibliometric analysis, meta-analysis, and systematic review. Meta-analysis provides a comprehensive understanding of a narrow theme by synthesizing past empirical findings (Bharti et al. 2021; Jadil et al. 2022; Jain et al. 2025). Bibliometric review examines how different researchers collaborate and offer a subjective viewpoint on the interaction between researchers through co-citation analysis (Dunakhe and Panse 2021; Singh et al. 2020; Ye et al. 2021). In contrast, a systematic review collects previous literature and analyses it using the structured framework to identify gaps and future research (Kyrousi et al. 2022; Maru and Sai Vijay 2024; Singh and Dhir 2024), which gives us a broader understanding of the domain.
我们的研究重点是社交媒体影响者对购买意愿的影响。我们采用 Paul 等人（2021 年）开发的“系统性文献综述的科学程序与理由（SPAR-4-SLR）”协议，纳入了 76 篇文献进行综述。以往的研究采用了多种综述方法，包括文献计量分析、元分析和系统性综述。元分析通过综合过去的实证研究结果，为狭窄主题提供全面的理解（Bharti 等人 2021 年；Jadil 等人 2022 年；Jain 等人 2025 年）。文献计量综述通过共引分析考察不同研究者如何合作，并从主观角度提供研究者之间互动的观点（Dunakhe 和 Panse 2021 年；Singh 等人 2020 年；Ye 等人 2021 年）。相比之下，系统性综述收集以往文献，并使用结构化框架进行分析，以识别研究空白和未来研究方向（Kyrousi 等人 2022 年；Maru 和 Sai Vijay 2024 年；Singh 和 Dhir 2024 年），这为我们提供了对该领域的更广泛理解。
Therefore, instead of using a bibliometric approach or meta-analysis, we conducted a framework-based systematic review using the Theory, Context, Characteristics, and Methodology (TCCM) framework introduced by Paul and Rosado-Serrano (2019) as framework-based reviews are more impactful than any other reviews (Paul and Menzies 2023). This study utilizes the TCCM framework to systematically organize and analyze the literature (Paul and Rosado-Serrano 2019). The framework structures prior research by emphasizing the key components: Theories (T), Contexts (C), Characteristics (C), and Methodologies (M). The study employs the TCCM framework because, unlike other review techniques, TCCM offers a comprehensive understanding of the domain by integrating both theoretical and empirical insights (Bhardwaj and Kalro 2024; Paul et al. 2023; Paul and Menzies 2023). The structured approach helps us understand the domain while overcoming the shortcomings of the other literature review techniques. Moreover, TCCM analysis allows us to address the gaps in the existing literature by facilitating the development of theoretical models using underexplored theories, contexts, constructs, and methods that other literature review techniques may not capture.
因此，我们没有采用文献计量方法或元分析，而是基于理论、背景、特征和方法论（TCCM）框架（由 Paul 和 Rosado-Serrano 于 2019 年提出）进行了框架式系统综述。因为框架式综述比其他任何综述都更具影响力（Paul 和 Menzies 2023）。本研究利用 TCCM 框架系统地组织和分析文献（Paul 和 Rosado-Serrano 2019）。该框架通过强调关键组成部分——理论（T）、背景（C）、特征（C）和方法论（M）——来构建先前研究。本研究采用 TCCM 框架，是因为与其他综述技术不同，TCCM 通过整合理论和实证见解，为该领域提供了全面的理解（Bhardwaj 和 Kalro 2024；Paul 等人 2023；Paul 和 Menzies 2023）。这种结构化方法帮助我们理解该领域，同时克服了其他文献综述技术的不足。 此外，TCCM 分析使我们能够通过利用其他文献综述技巧可能无法捕捉的未充分探索的理论、背景、结构和方法来构建理论模型，从而弥补现有文献中的空白。
This review offers significant contributions to both theoretical and practical domains. Theoretically, this review traces the evolution of literature on social media influencers and their impact on consumer purchase intention over time. The review synthesized the different theories, contexts, variables, and methodologies studied in the domain. We provided an integrated organizing framework based on the relevant literature focusing on SMI and followers' purchase intentions. The framework helps synthesize the antecedents, mediators, and moderators of how SMIs affect followers' purchase intentions. It also facilitates the integration of identified themes (Hulland and Houston 2020). Next, we advance the knowledge by providing a roadmap for future research. Practically, this review provides valuable insights for marketing managers and advertisers looking to incorporate influencer marketing into their marketing strategies.
这篇综述在理论和实践领域都做出了重要贡献。理论上，这篇综述追溯了社交媒体影响者及其对消费者购买意愿影响的研究文献的演变过程。综述综合了该领域研究的不同理论、背景、变量和方法。我们基于相关文献，特别是关于社交媒体影响者（SMI）及其追随者购买意愿的文献，提供了一个综合的框架。该框架有助于整合社交媒体影响者如何影响追随者购买意愿的前因、中介和调节因素。它还有助于整合已识别的主题（Hulland and Houston 2020）。接下来，我们通过提供未来研究的路线图来推进知识。实践中，这篇综述为希望将影响者营销纳入其营销策略的市场营销经理和广告商提供了宝贵的见解。
The remaining article is structured as follows. The second section discusses the methodology using the SPAR-4-SLR, followed by findings and discussions concerning the TCCM framework. The following section discusses our proposed framework, identified gaps, and future research directions. The last section discusses the study's contributions, conclusion, and limitations.
剩余文章结构如下。第二部分讨论使用 SPAR-4-SLR 的方法论，随后是关于 TCCM 框架的发现与讨论。下一部分讨论我们提出的框架、已识别的差距以及未来研究方向。最后一部分讨论研究的贡献、结论和局限性。
2 Methodology 2 方法论
The study followed the widely accepted methodology and guidelines used by peer-reviewed literature (Paul and Rosado-Serrano 2019; Srivastava et al. 2020). A systematic literature review was conducted to explore the existing research on the effect of SMIs on followers' purchase intention. The review articles provide readers with a comprehensive understanding of the research topic, help identify potential gaps in the domain, and guide future research direction (Paul and Criado 2020). Systematic literature reviews are considered to be the “most informative and scientific” and are “among the most useful vehicles for advancing knowledge and furthering research” (Elsbach and van Knippenberg 2020; Paul et al. 2021).
本研究遵循同行评审文献中广泛接受的 methodologies 和 guidelines（Paul and Rosado-Serrano 2019; Srivastava et al. 2020）。进行了一项系统性文献综述，以探索社交媒体影响者（SMIs）对粉丝购买意愿的影响。综述文章为读者提供了对研究主题的全面理解，有助于识别该领域的潜在空白，并指导未来的研究方向（Paul and Criado 2020）。系统性文献综述被认为是“最具信息量和科学性”的，并且是“推进知识和促进研究的最有用的工具之一”（Elsbach and van Knippenberg 2020; Paul et al. 2021）。
A systematic review can be divided into several categories, namely domain-based (Paul and Criado 2020), theory-based review (Gilal et al. 2019, 2022, 2023) and method-based review (Sorescu et al. 2017). We followed a domain-based systematic literature review, which can be further subdivided into structured review, which focuses widely on the theories, constructs, and methods used in the studies (Paul and Criado 2020; Paul and Feliciano-Cestero 2021; Paul and Singh 2017; Rosado-Serrano et al. 2018), framework-based review (Paul and Benito 2018; Singh et al. 2021), hybrid-narrative review (Kumar et al. 2020; Paul et al. 2017), bibliometric review (Albort-Morant and Ribeiro-Soriano 2016; Singh et al. 2020), meta-analyses (Knoll and Matthes 2017), and review aiming for model/framework development (Paul and Mas 2020).
系统综述可以分为几个类别，即基于领域的综述（Paul and Criado 2020）、基于理论的综述（Gilal et al. 2019, 2022, 2023）和基于方法的综述（Sorescu et al. 2017）。我们遵循了基于领域的系统文献综述，该综述可以进一步细分为结构化综述，它广泛关注研究中使用的理论、结构和方法（Paul and Criado 2020; Paul and Feliciano-Cestero 2021; Paul and Singh 2017; Rosado-Serrano et al. 2018）、基于框架的综述（Paul and Benito 2018; Singh et al. 2021）、混合叙事综述（Kumar et al. 2020; Paul et al. 2017）、文献计量综述（Albort-Morant and Ribeiro-Soriano 2016; Singh et al. 2020）、元分析（Knoll and Matthes 2017），以及旨在发展模型/框架的综述（Paul and Mas 2020）。
This review combines a domain-based (Paul and Criado 2020) with a framework-based approach, which is considered more useful and impactful than other reviews (Paul et al. 2021; Paul and Benito 2018). We employed the Theory, Context, Characteristics, and Methodology (TCCM) framework. The reason for adopting the TCCM framework over other literature review techniques is that it allows researchers to systematically identify and organize the important information on several theoretical approaches, relevant journals for publication, data sources, context of study, widely used constructs, study design, and methods of analysis (De Keyser and Kunz 2022; Paul et al. 2023). This framework captures the theoretical and empirical dimensions of a research field (Hassan et al. 2022) and provides a holistic understanding of the literature (Bhardwaj and Kalro 2024).
这篇综述结合了基于领域的（Paul 和 Criado 2020）和基于框架的方法，被认为比其他综述（Paul 等人 2021；Paul 和 Benito 2018）更有用且更有影响力。我们采用了理论、背景、特征和方法（TCCM）框架。采用 TCCM 框架而不是其他文献综述方法的原因是，它允许研究人员系统地识别和组织关于多种理论方法、相关期刊发表、数据来源、研究背景、广泛使用的结构、研究设计和分析方法的重要信息（De Keyser 和 Kunz 2022；Paul 等人 2023）。该框架捕捉了研究领域中的理论和实证维度（Hassan 等人 2022），并提供了对文献的整体理解（Bhardwaj 和 Kalro 2024）。
The TCCM framework is the most widely used in the recent marketing and consumer behavior literature reviews (Basu et al. 2022; Jebarajakirthy et al. 2021; Saikia and Bhattacharjee 2024) due to its comprehensiveness and versatility. Thus, the TCCM framework facilitates a systematic literature review while addressing the limitations of alternative review methods. For example, bibliometric review visually represents citation and other related factors without focusing on the domain's theories, context, constructs, and methodology. Similarly, theme-based, method-based, and theory-based reviews have limitations in terms of comprehensiveness (Bhardwaj and Kalro 2024). In summary, the TCCM framework not only addresses the limitations of other review techniques but also provides a holistic understanding of the theoretical and empirical dimensions of the research field.
TCCM 框架在最近的营销和消费者行为文献综述中最广泛使用（Basu 等人，2022 年；Jebarajakirthy 等人，2021 年；Saikia 和 Bhattacharjee，2024 年），这得益于其全面性和多功能性。因此，TCCM 框架在解决替代综述方法局限性的同时，促进了系统性文献综述。例如，文献计量学综述通过可视化呈现引文和其他相关因素，但并不关注该领域的理论、背景、结构和方法。类似地，基于主题、基于方法和基于理论的综述在全面性方面也存在局限性（Bhardwaj 和 Kalro，2024 年）。总之，TCCM 框架不仅解决了其他综述方法的局限性，还提供了对该研究领域理论和实证维度的整体理解。
2.1 Review Protocol 2.1 审查协议
To ensure a rigorous and transparent review of existing literature, we followed the “Scientific Procedures and Rationales for Systematic Reviews” (SPAR-4-SLR) protocol, which involves three stages: assembling, arranging and assessing. These stages are further sub-categorized into six categories: identification, acquisition, organization, purification, evaluation and reporting (Paul et al. 2021). Following the suggestions by Paul (2024), this study is structured and refined to ensure the highest quality, as presented in Figure 1.
为确保对现有文献进行严谨透明的审查，我们遵循了“系统性综述的科学程序和理由”（SPAR-4-SLR）协议，该协议包括三个阶段：汇编、整理和评估。这些阶段进一步细分为六个类别：识别、获取、组织、纯化、评估和报告（Paul 等人 2021）。根据 Paul（2024）的建议，本研究在结构上进行了优化，以确保最高质量，如图 1 所示。
按照 SPAR-4-SLR 协议进行的系统文献综述。
2.1.1 Assembling 2.1.1 汇编
The initial stage, assembling, involves identifying and gathering the literature that has not been synthesized (Paul et al. 2021). During the identification sub-stage, the key elements such as the domain, research questions, source type and source quality are determined. A detailed representation of the domain and research questions is presented in Figure 1. For the source type, we selected only peer-reviewed journal articles, as they are considered higher quality than conference proceedings, books or book chapters, dissertations or theses, market reports, new articles, and working papers (Paul et al. 2021, 2023). To ensure source quality, we applied a stringent journal selection criterion, following the recommendation of Paul et al. (2023). Specifically, we included only journals ranked A* and A by the Australian Business Deans Council (ABDC) or those with a minimum ranking of 2 in the Chartered Association of Business Schools (ABS) journal ranking for this review, as in other systematic reviews (Shankar et al. 2022; Srivastava et al. 2020). For the acquisition sub-stage, we searched electronic databases such as Scopus and EBSCO Business Source Ultimate, and reputed publishers, including Taylor and Francis Online, Wiley Online Library, and Emerald Group Publishing. The search period considered in this study is between January 2011 and December 2023, as influencer marketing is a new concept (Pradhan et al. 2023a), with significant academic enquiry beginning around 2011 (Vrontis et al. 2021). Hence, selecting articles published during this period will provide us with an overview of the influencer marketing phenomenon. To retrieve all relevant literature, we used a comprehensive search term using Boolean operators (OR, AND), which includes “social media celebrities,” “social media influencers,” “influencer marketing,” “influencer community,” “digital influencers,” “vlog marketing,” “influencer advertising,” “purchase intention.” The search returned 2791 articles in Scopus, 2007 articles in EBSCO Business Source Ultimate, 870 articles in Emerald, 250 in Wiley and 523 in Taylor & Francis.
初始阶段，即汇编阶段，涉及识别和收集尚未综合的文献（Paul 等人，2021）。在识别子阶段，确定了诸如领域、研究问题、来源类型和来源质量等关键要素。领域和研究问题的详细表示如图 1 所示。对于来源类型，我们仅选择了同行评审的期刊文章，因为它们被认为比会议论文、书籍或书章、学位论文或论文、市场报告、新文章和工作论文具有更高的质量（Paul 等人，2021，2023）。为确保来源质量，我们遵循了 Paul 等人（2023）的建议，应用了严格的期刊选择标准。具体而言，我们仅包括由澳大利亚商业院长委员会（ABDC）排名为 A*和 A 的期刊，或由特许商学院协会（ABS）期刊排名中排名最低为 2 的期刊，用于本次综述，如其他系统综述（Shankar 等人，2022；Srivastava 等人，2020）。 在获取子阶段，我们搜索了 Scopus 和 EBSCO Business Source Ultimate 等电子数据库，以及 Taylor and Francis Online、Wiley Online Library 和 Emerald Group Publishing 等知名出版商。本研究考虑的搜索期间为 2011 年 1 月至 2023 年 12 月，因为网红营销是一个新概念（Pradhan 等，2023a），相关学术研究大约从 2011 年开始显著增加（Vrontis 等，2021）。因此，选择在此期间发表的文献将为我们提供对网红营销现象的概述。为了检索所有相关文献，我们使用了包含“社交媒体名人”、“社交媒体网红”、“网红营销”、“网红社群”、“数字网红”、“视频博客营销”、“网红广告”和“购买意愿”等关键词的综合搜索词，并采用布尔运算符（OR、AND）。搜索结果显示，Scopus 中检索到 2791 篇文章，EBSCO Business Source Ultimate 中检索到 2007 篇文章，Emerald 中检索到 870 篇文章，Wiley 中检索到 250 篇文章，Taylor & Francis 中检索到 523 篇文章。
2.1.2 Arranging 2.1.2 整理
The second stage, the arranging stage, comprises two substages: organization of the literature and purification of the articles. In the organization sub-stage, the articles were coded in line with the TCCM framework following the organizational code based on the themes of the TCCM framework: theory, context, characteristics, and methodology (Paul and Rosado-Serrano 2019). In the purification sub-stage, we screened the articles based on the field and topic, language used, year of publication, and publication status. For instance, we removed the studies that belonged to inappropriate fields (such as computer science, medicine, biology, and others). Next, we removed the duplicate articles, followed by title and abstract screening, leaving us with 324 articles. After applying journal quality criteria of the minimum rank of A in ABDC or 2 in ABS and full-text reading, we were left with 76 articles for final analysis.
第二阶段，即整理阶段，包含两个子阶段：文献组织和文章纯化。在组织子阶段，根据 TCCM 框架的主题组织编码，即理论、背景、特征和方法（Paul and Rosado-Serrano 2019）。在纯化子阶段，我们根据领域和主题、使用语言、出版年份和出版状态筛选文章。例如，我们移除了属于不相关领域的研究（如计算机科学、医学、生物学等）。随后，我们移除了重复文章，接着进行标题和摘要筛选，最终保留 324 篇文章。在应用期刊质量标准（如 ABDC 的 A 级或 ABS 的 2 级）和全文阅读后，最终保留了 76 篇文章进行最终分析。
2.1.3 Assessing 2.1.3 评估
The last stage, assessing, involves evaluation and reporting sub-stages. For the evaluation, we conducted a descriptive analysis based on the publication output of journals with the maximum number of articles. We employed content analysis to examine the popular theories used, various contexts studied, and the characteristics and methods employed across different articles. Further, we performed a thematic analysis to identify the variables that influence followers' purchase intention due to social media influencers. A gap analysis was conducted to identify the research gaps and propose a future research agenda and propositions focusing on the themes of the TCCM framework, as suggested by Paul (2024) and Paul and Menzies (2023). In the reporting sub-stage, the results were presented using the TCCM framework to ensure transparency in reporting. Several tables were used to describe the themes according to the TCCM framework. Furthermore, as suggested by Paul (2024), a classic review should include theoretical contributions; therefore, this study reports the research implications and the limitations of the present review.
最后一个阶段，评估，包括评估和报告两个子阶段。在评估方面，我们基于发表文章数量最多的期刊的发表产出进行了描述性分析。我们采用内容分析法来检验所使用的流行理论、所研究的各种背景以及不同文章中采用的特性和方法。此外，我们进行了主题分析，以识别社交媒体影响者对追随者购买意向产生影响的变量。进行了差距分析，以识别研究差距，并提出未来研究议程和提议，这些议程和提议聚焦于 TCCM 框架的主题，正如 Paul（2024）和 Paul 与 Menzies（2023）所建议的那样。在报告子阶段，结果使用 TCCM 框架进行呈现，以确保报告的透明度。根据 TCCM 框架，使用了几个表格来描述主题。此外，正如 Paul（2024）所建议的，经典综述应包括理论贡献；因此，本研究报告了研究意义和本次综述的局限性。
3 Findings and Discussion
3 研究发现与讨论
3.1 Descriptive Analysis
3.1 描述性分析
The year-wise distribution of published articles between 2011 and 2023 shows an increasing trend post-2019 (Appendix 1). A significant corpus of studies is attributed to the last 4 years. Although the number of studies peaked after 2019, 2021 did not see a significant increase compared to 2020. However, the rising trend almost doubled in 2022 and 2023. This finding highlights the growth of influencer marketing literature over the years and reveals that academic investigation is expected to increase in the future.
2011 年至 2023 年间发表文章的年度分布显示，2019 年后呈现增长趋势（附录 1）。大量研究归属于过去 4 年。尽管研究数量在 2019 年后达到峰值，但 2021 年与 2020 年相比并未出现显著增长。然而，2022 年和 2023 年这一增长趋势几乎翻了一番。这一发现突显了影响者营销文献的逐年增长，并揭示未来学术研究预计将增加。
The major journals where these articles appeared the most include the Journal of Retailing and Consumer Services, the International Journal of Advertising, the Journal of Business Research, and Psychology & Marketing (Appendix 2). Table 1 depicts the 10 most influential journals where most articles appeared. This finding helps to identify the journals that publish the most articles in this domain and assists future researchers in identifying the potential journals to publish their work.
这些文章最常发表的期刊包括《零售与消费者服务杂志》、《国际广告杂志》、《商业研究杂志》和《心理学与营销》（附录 2）。表 1 描绘了 10 个最具影响力的期刊，其中大部分文章发表。这一发现有助于识别该领域发表文章最多的期刊，并帮助未来研究人员确定潜在的发表期刊。
| Journals with the most number of articles 文章数量最多的期刊 |
No. of articles 文章数量 | Impact factor 影响因子 |
|---|---|---|
| Journal of Retailing and Consumer Services 零售与消费者服务杂志 |
16 | 10.4 |
| International Journal of Advertising 国际广告杂志 |
12 | 6.7 |
| Journal of Business Research 商业研究杂志 |
7 | 11.3 |
| Psychology & Marketing 心理学与市场营销 | 5 | 6.7 |
| International Journal of Consumer Studies 国际消费者研究杂志 |
5 | 9.9 |
| Journal of Product & Brand Management 产品与品牌管理杂志 |
4 | 5.6 |
| Journal of Marketing Management 市场营销管理杂志 |
3 | 4.4 |
| Internet Research 互联网研究 | 3 | 5.9 |
In this review, we also identified the most influential articles with the maximum number of citations. To identify these, we conducted a citation analysis suggested by Paul and Feliciano-Cestero (2021). The most cited articles identified as of December 2023 were Sokolova and Kefi (2020) with 1390 citations, followed by Lee and Watkins (2016) with 1200 citations, Jiménez-Castillo and Sánchez-Fernández (2019) with 598 citations, Ki and Kim (2019) with 590 citations, Weismueller et al. (2020) with 507 citations, Kay et al. (2020) with 488 citations, Dhanesh and Duthler (2019) with 457 citations, Reinikainen et al. (2020) with 454 citations, Breves et al. (2019) with 453 citations, Park and Lin (2020) with 452 citations. The most cited articles were published in the Journal of Business Research, Journal of Retailing and Consumer Services, Psychology & Marketing, International Journal of Information Management, Australasian Marketing Journal, Journal of Marketing Management, Journal of Advertising Research, and Public Relations Review. The articles published between 2016 and 2020 have generated the highest number of citations. This is because these articles represent some of the earliest research in this field and are frequently referenced as foundational papers by doctoral scholars and early-career researchers. The most cited articles in this review are listed in Table 2.
在这篇综述中，我们还识别了引用次数最多的最具影响力的文章。为了找出这些文章，我们进行了 Paul 和 Feliciano-Cestero（2021）建议的引文分析。截至 2023 年 12 月，引用次数最多的文章是 Sokolova 和 Kefi（2020），有 1390 次引用，其次是 Lee 和 Watkins（2016），有 1200 次引用，Jiménez-Castillo 和 Sánchez-Fernández（2019），有 598 次引用，Ki 和 Kim（2019），有 590 次引用，Weismueller 等人（2020），有 507 次引用，Kay 等人（2020），有 488 次引用，Dhanesh 和 Duthler（2019），有 457 次引用，Reinikainen 等人（2020），有 454 次引用，Breves 等人（2019），有 453 次引用，Park 和 Lin（2020），有 452 次引用。这些引用次数最多的文章发表在《商业研究杂志》、《零售与消费者服务杂志》、《心理学与营销》、《国际信息管理杂志》、《澳大拉西亚营销杂志》、《营销管理杂志》、《广告研究杂志》和《公共关系评论》上。2016 年至 2020 年间发表的文章产生了最多的引用。 这是因为这些文章代表了该领域的一些最早的研究，并且经常被博士学者和初入职场的研究人员作为基础性论文引用。本次综述中最常被引用的文章列在表 2 中。
| Author 作者 | Title 标题 | Publication Outlet 出版渠道 | Total number of citations 引用总数 |
Weighted average no. of citations 加权平均引用次数 |
|---|---|---|---|---|
| Sokolova and Kefi 2020 Sokolova 和 Kefi 2020 | Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions Instagram 和 YouTube 博主推广它，我为什么要买？可信度和准社会互动如何影响购买意愿 |
Journal of Retailing and Consumer Services 零售与消费者服务杂志 |
1390 | 463 |
| Lee and Watkins 2016 Lee 和 Watkins 2016 | YouTube vloggers' influence on consumer luxury brand perceptions and intentions YouTube 博主对消费者奢侈品品牌认知和购买意愿的影响 |
Journal of Business Research 商业研究杂志 |
1200 | 171 |
| Jiménez-Castillo and Sánchez-Fernández 2019 Jiménez-Castillo 和 Sánchez-Fernández 2019 |
The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention 数字影响者在品牌推荐中的作用：检验他们对参与度、预期价值和购买意愿的影响 |
International Journal of Information Management 国际信息管理杂志 |
598 | 149 |
| Ki and Kim 2019 基和金 2019 | The mechanism by which social media influencers persuade consumers: The role of consumers' desire to mimic 社交媒体影响者说服消费者的机制：消费者模仿欲望的作用 |
Psychology & Marketing 心理学与市场营销 | 590 | 147 |
| Weismueller et al. 2020 魏斯缪勒等 2020 | Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media 网红代言：广告披露和来源可信度如何影响社交媒体上消费者的购买意愿 |
Australasian Marketing Journal 澳大拉西亚营销杂志 |
507 | 169 |
| Kay et al. 2020 | When less is more: the impact of macro and micro social media influencers' disclosure | Journal of Marketing Management | 488 | 163 |
| Dhanesh and Duthler 2019 | Relationship management through social media influencers: Effects of followers' awareness of paid endorsement | Public Relations Review | 457 | 114 |
| Reinikainen et al. 2020 | “You really are a great big sister”—parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. | Journal of Marketing Management | 454 | 151 |
| Breves et al. 2019 | The perceived fit between Instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness | Journal of Advertising Research | 453 | 113 |
| Park and Lin 2020 | The effects of match-ups on consumer attitudes toward internet celebrities and their live-streaming content in the context of product endorsement | Journal of Retailing and Consumer Services | 452 | 150 |
3.2 TCCM Analysis 3.2 TCCM 分析
3.2.1 Theory 3.2.1 理论
All 76 articles were empirical papers, and we found 53 theoretical perspectives to explain how the influencers affect the followers' purchase intention. Table 3 depicts the 10 most widely used theories in the articles included in the review. The theories that have gained dominance in the literature are source credibility theory (11), parasocial theory (9), persuasion knowledge model (7) and match-up hypothesis (5).
所有 76 篇文章都是实证研究，我们发现 53 种理论视角来解释影响者如何影响追随者的购买意愿。表 3 展示了综述中包含的 10 种最广泛使用的理论。在文献中占据主导地位的理论包括来源可信度理论（11）、准社会关系理论（9）、说服知识模型（7）和匹配假设（5）。
| Theory 理论 | No. of articles 文章数量 |
|---|---|
| Source credibility theory 来源可信度理论 |
11 |
| Parasocial theory 准社会关系理论 | 9 |
| Persuasion knowledge model 说服知识模型 |
7 |
| Match-up hypothesis 匹配假设 | 5 |
| Social influence theory 社会影响理论 | 4 |
| Congruity theory 一致性理论 | 4 |
| Elaboration likelihood model 精细加工可能性模型 |
4 |
| Uses and gratification theory 使用与满足理论 |
3 |
| Similarity-attraction theory 相似吸引理论 |
3 |
3.2.1.1 Source Credibility Theory
3.2.1.1 来源可信度理论
The source credibility theory given by Hovland and Weiss (1951) contends that individuals are more likely to be persuaded by a credible communicator. This theory has been adapted from celebrity endorsement literature and applied to SMIs as they enjoy the status of “internet celebrity.” Numerous studies such as Li and Peng (2021), Wiedmann and von Mettenheim (2021), Weismueller et al. (2020), and Filieri et al. (2023a) have provided evidence that source credibility (attractiveness, trustworthiness, expertise) is an indicator of consumers' purchase intention, brand trust, and brand satisfaction. By applying the premise of source credibility theory, Breves et al. (2019) analyzed that when congruency between the influencer and the brand is high, it results in higher trustworthiness and expertise and higher purchase intention.
霍夫兰和韦斯（1951 年）提出的来源可信度理论认为，人们更容易被可信的传播者所说服。该理论借鉴了名人代言文献，并应用于社交媒体影响者（SMIs），因为他们享有“网络名人”的地位。李和彭（2021 年）、魏德曼和冯·梅滕海姆（2021 年）、魏斯缪勒等人（2020 年）以及菲莱里等人（2023a 年）等众多研究提供了证据，表明来源可信度（吸引力、可信度、专业性）是消费者购买意愿、品牌信任和品牌满意度的指标。通过应用来源可信度理论的假设，布雷维斯等人（2019 年）分析指出，当影响者与品牌之间的一致性较高时，会导致更高的可信度和专业性，从而提高购买意愿。
3.2.1.2 Parasocial Theory
3.2.1.2 旁观者社交理论
Parasocial theory, introduced by Horton and Wohl (1956), describes a one-sided relationship that media users form when exposed to media personas. The parasocial theory is often used in influencer marketing research. It suggests that followers form psychological attachments with the influencers, which impacts their decision-making process. When the influencer post includes the daily life activities of the influencer along with branded content, followers tend to build stronger parasocial relationships with the influencer, resulting in stronger purchase intention for the endorsed brand (Kim 2022; Lee and Lee 2022). Another line of research explores the antecedents and outcomes of parasocial relationships and finds that attractiveness, prestige, and expertise are antecedents of parasocial relationships. Also, the study suggests that parasocial relationships negatively affect self-serving motives, which result in negative purchase intention (Aw and Chuah 2021).
由 Horton 和 Wohl（1956）提出的 parasocial 理论，描述了媒体用户在接触媒体形象时形成的一种单向关系。parasocial 理论常被用于影响者营销研究中。它表明，追随者会对影响者形成心理上的依恋，从而影响他们的决策过程。当影响者发布包含自身日常生活活动以及品牌推广内容时，追随者倾向于与影响者建立更强烈的 parasocial 关系，进而增强对所推广品牌的购买意愿（Kim 2022；Lee and Lee 2022）。另一条研究线探索了 parasocial 关系的先导因素和结果，发现吸引力、声望和专业知识是 parasocial 关系的先导因素。此外，该研究表明 parasocial 关系会负面影响自我服务动机，从而导致负面的购买意愿（Aw and Chuah 2021）。
3.2.1.3 Persuasion Knowledge Model
The persuasion knowledge model proposed by Friestad and Wright (1994) examines how individuals develop and use persuasion knowledge to cope with persuasion attempts. Applying this model, Naderer et al. (2021) investigated how ad recognition by followers affects purchase intention and intention to follow influencers. Kay et al. (2020) and Ghosh and Islam (2023) found that ad recognition and sponsorship disclosure enhance purchase intention, as the followers perceive influencers as more trustworthy. However, studies also reveal that awareness about paid endorsement negatively affects eWOM and purchase intention among consumers (Dhanesh and Duthler 2019; Woodroof et al. 2020). Thus, there are mixed findings in the literature on the effect of persuasion knowledge on followers' purchase intention in the SMI context.
3.2.1.4 Match-Up Hypothesis
The match-up hypothesis, introduced by Kamins (1990), suggests that the stronger the fit between the endorser and the product, the more effective the endorsement will be. Drawn from the celebrity endorsement literature, the match-up hypothesis is widely applied to social media influencers' context, as they are also considered influential. Based on the review, SMIs are better matched with familiar brands than celebrities regarding purchase intention (Zhu et al. 2022). Another line of studies suggests that a stronger fit between the influencer and the endorsed brand results in a stronger attitude toward endorsement (Park and Lin 2020; Shan et al. 2020). Congruency is an important factor for influencer effectiveness, which positively affects the brand attitude and endorsement attitude and results in purchase intention (Paul and Bhakar 2018; Torres et al. 2019).
3.2.1.5 Other Theories
Several other theories are also applied to studying SMIs and their impact on purchase intention. Social influence theory (Agnihotri et al. 2023; Sánchez-Fernández and Jiménez-Castillo 2021; Wang and Huang 2022) describes how the people around them influence individuals. Applying this theory, the studies investigated how the potential power of digital influencers affects consumer engagement and purchase intention. Studies also applied the uses and gratification theory (Herrando and Martín-De Hoyos 2022; Lee and Johnson 2022; Zafar et al. 2020) to explore the relationship between the ad value of the influencer post and users' attitudes and purchase intention. Additionally, psychological and interpersonal theories, such as congruity theory (Belanche et al. 2021; Janssen et al. 2022; Pangarkar and Rathee 2022), adaptation theory (Breves et al. 2019; Zhu et al. 2022), social identity theory (Farivar and Wang 2022; Piehler et al. 2022), social cognitive theory (Kim 2022; Shoenberger and Kim 2022), social power theory (Wang and Huang 2022), uncertainty reduction theory (Leung et al. 2022), S-O-R framework (Djafarova and Bowes 2021; Hsieh et al. 2023; Zafar et al. 2020), social comparison theory (Claeys et al. 2024; Jin and Ryu 2020; Lee and Watkins 2016), and trust transfer theory (Choi et al. 2023) are discussed.
Interestingly, recent studies have expanded the theoretical lens by focusing on marketing theories such as the celebrity influence model (Wahab et al. 2022) to understand the relationship between social media celebrities and followers' purchase intention. Other marketing theories, such as service-dominant logic (Bu et al. 2022), influence framework (Aw and Chuah 2021), and meaning transfer model (Agnihotri et al. 2023; Taillon et al. 2020) were also studied. Additionally, theories from other disciplines beyond marketing or psychology, such as signaling theory from economics, highlight the issues of decision-making and how the parties involved use signals to reduce uncertainty related to decision-making when there is information asymmetry. Studies have used this theory to understand how the influencers act as signals by sharing their experiences, evaluations and perceptions of products or services in the form of eWOM information can help consumers in reducing asymmetric information. Thus reducing potential customer perceived risk and increasing potential customers' confidence in making purchase decisions (Su et al. 2021; Xie and Feng 2022). Moreover, theories from communication literature, such as the elaboration-likelihood model (Lee and Johnson 2022; Masuda et al. 2022), explain how individuals process persuasive messages either through the central route or the peripheral route. Similarly, media richness theory (Chidiac and Bowden 2022) and media naturalness theory (Chidiac and Bowden 2022) emphasize the importance of the medium used for communication, such as rich media (video content) can convey a more nuanced persuasive message. The two-step flow communication theory (Jiménez-Castillo and Sánchez-Fernández 2019), which focuses on the intermediary role the influencers play between the consumers and the brands, has been utilized in the existing literature.
3.2.2 Context
Context refers to the setting in which the study has been conducted (Khatri and Duggal 2022). The research on SMIs' effect on followers' purchase intention was conducted under various contexts, such as geographical region, population under study, industry, and social media platforms. Around 72% of the articles included in this study focus on six nations: the United States, China, Germany, the United Kingdom, Australia, and Spain. The United States alone accounts for 23% of the overall articles considered in this review. Approximately 88% of the overall articles considered in this study are centered on developed economies. This finding reveals that the current literature is concentrated in these geographic locations and signals a need for future research in other geographic regions, as culture varies from country to country. It will be interesting to explore the phenomenon of influencer marketing in other nations. Regarding the study population, most were social media platform users, students, millennials, and Generation Z. The detailed description is presented in Table 4.
| Context | No. of articles |
|---|---|
| Location | |
| USA | 19 |
| China | 12 |
| UK | 6 |
| Germany | 5 |
| Spain | 4 |
| Australia | 2 |
| Others | 16 |
| NA | 12 |
| Study sample | |
| Instagram users | 13 |
| Millennials and Gen Z | 6 |
| Female | 6 |
| Social media users following SMIs | 13 |
| Students | 4 |
| Others | 34 |
| Industry | |
| Fashion and beauty | 32 |
| Health and fitness | 6 |
| Sustainability | 3 |
| Electronic gadget | 3 |
| Hospitality and Travel | 5 |
| B2B | 1 |
| Others | 6 |
| NA | 20 |
Influencer marketing literature has widely covered the fashion industry, comprising 35% of the articles included in this review. Followed by beauty (19%), lifestyle (14%), health and fitness (6%), and sustainability (5%) among others (Table 5). This finding reveals that fashion and beauty industry practitioners widely use influencer marketing. It is observed that in the past few years, influencer marketing has been widely used by other industries as well, such as food, travel, hospitality, and sustainability. However, there lacks a prominent academic investigation in these industries.
| Context | No. of articles |
|---|---|
| Social media platforms used | |
| 35 | |
| 3 | |
| YouTube | 9 |
| TikTok | 2 |
| Snapchat | 1 |
| Taobao | 1 |
| 2 | |
| Others | 3 |
| Not specified | 20 |
| Type of influencers studied | |
| Celebrity influencers | 3 |
| Mega-influencers | 10 |
| Macro-influencers | 4 |
| Micro-influencers | 12 |
| Nano influencers | 1 |
| Vloggers | 4 |
| Not specified | 42 |
Furthermore, the social media platform is a widely studied context in several articles. Instagram is the most frequently analyzed social media platform, as it is one of the primary platforms used by most SMIs, followed by YouTube, Facebook, and other platforms. The next contextual coverage is based on the type of influencers. Most of the articles studied micro-influencers, followed by mega-influencers and macro-influencers.
3.2.3 Characteristics
Several characteristics, such as antecedents, mediators, moderators, and similar themes, have been identified in the literature.
文献中已识别出一些特征，如前因、中介、调节和相似主题。
3.2.3.1 Antecedents 3.2.3.1 前因
Studies have focused on influencer characteristics as an antecedent which can be categorized into several sub-categories, including authenticity, expertise, prestige, attractiveness, uniqueness, and trustworthiness (Agnihotri et al. 2023; Andonopoulos et al. 2023; Ashraf et al. 2023; Aw and Chuah 2021; Filieri et al. 2023b; Hsieh et al. 2023; Ooi et al. 2023; Sokolova and Kefi 2020; Wiedmann and von Mettenheim 2021; Yılmazdoğan et al. 2021). These antecedents mainly captured the influencer's characteristics and how they impacted the followers' behavioral outcomes. Additionally, several studies have suggested that social identity (Farivar and Wang 2022), social presence (Kim 2022), homophily (Bu et al. 2022; Ladhari et al. 2020; Lee and Watkins 2016; Masuda et al. 2022; Shoenberger and Kim 2022; Xu et al. 2021), and social attraction (Leung et al. 2022) strengthen the purchase intention of the followers toward the brands endorsed by the SMIs.
研究主要关注影响者特征作为前置因素，这些因素可细分为多个子类别，包括真实性、专业性、声望、吸引力、独特性和可信度（Agnihotri 等人，2023；Andonopoulos 等人，2023；Ashraf 等人，2023；Aw 和 Chuah，2021；Filieri 等人，2023b；Hsieh 等人，2023；Ooi 等人，2023；Sokolova 和 Kefi，2020；Wiedmann 和 von Mettenheim，2021；Yılmazdoğan 等人，2021）。这些前置因素主要捕捉了影响者的特征及其对追随者行为结果的影响。此外，一些研究表明，社会认同（Farivar 和王，2022）、社会临场感（Kim，2022）、同质性（Bu 等人，2022；Ladhari 等人，2020；Lee 和 Watkins，2016；Masuda 等人，2022；Shoenberger 和 Kim，2022；Xu 等人，2021）和社会吸引力（Leung 等人，2022）增强了追随者对社交媒体影响者所推荐品牌的购买意愿。
SMIs need to design their content in such a way that helps the followers better understand the brand's offerings. To demonstrate, research has shown the experimental-based investigation to analyze the various levels of product exposure (strong, mild, and low) in an influencer ad post and measured the user's attitude toward the ad and the purchase intention (Herrando and Martín-De Hoyos 2022). Brand-generated content does not influence impulsive buying behavior. However, marketers utilize Instagram as a creative platform where the influencers create content to increase consumer engagement and purchase intention (Djafarova and Bowes 2021; Jin and Ryu 2020). These findings, though limited in number, suggest that the type of content the influencers generate strongly influences followers' purchase intention.
社交媒体影响者需要设计他们的内容，以帮助粉丝更好地理解品牌的提供物。为了说明这一点，研究已经通过基于实验的调查分析了影响者广告帖子中不同级别的产品曝光度（强烈、温和和低），并测量了用户对广告的态度和购买意愿（Herrando 和 Martín-De Hoyos 2022）。品牌生成的内容不会影响冲动购买行为。然而，营销人员将 Instagram 作为一个创意平台，影响者在此创建内容以增加消费者参与度和购买意愿（Djafarova 和 Bowes 2021；Jin 和 Ryu 2020）。这些发现虽然数量有限，但表明影响者生成的内容类型强烈影响着迷因的购买意愿。
It is interesting to note that self-disclosure, ad disclosure, popularity metrics (likes, followers), and parasocial relationships are the antecedents of trust (Koay et al. 2023; Naderer et al. 2021; Pittman and Abell 2021; Reinikainen et al. 2020, 2021; Wiedmann and von Mettenheim 2021; Zhang and Mac 2023), whereas infotainment, irritation, attractiveness, influencer-product congruency, consumer-product congruency, and influencer-consumer congruency are the antecedents of attitude and purchase intention (Belanche et al. 2021; Cabeza-Ramírez et al. 2022; Herrando and Martín-De Hoyos 2022; Torres et al. 2019; Tseng and Wang 2023). Table 6 depicts the antecedents used in the existing literature so far.
值得注意的是，自我披露、广告披露、人气指标（点赞数、粉丝数）和准社会关系是信任的前因（Koay 等人，2023 年；Naderer 等人，2021 年；Pittman 和 Abell，2021 年；Reinikainen 等人，2020 年、2021 年；Wiedmann 和 von Mettenheim，2021 年；Zhang 和 Mac，2023 年），而娱乐信息、烦躁感、吸引力、网红-产品一致性、消费者-产品一致性以及网红-消费者一致性是态度和购买意愿的前因（Belanche 等人，2021 年；Cabeza-Ramírez 等人，2022 年；Herrando 和 Martín-De Hoyos，2022 年；Torres 等人，2019 年；Tseng 和王，2023 年）。表 6 展示了迄今为止现有文献中使用的前因。
| Antecedents 前因 | No. of articles 文章数量 | Example variables 示例变量 | Example references 示例参考文献 |
|---|---|---|---|
| Influencer-related factors 网红相关因素 |
42 | Social media celebrities, homophily, attractiveness, credibility, product-influencer fit, number of followers, popularity metrics (Likes, followers), influencer type, macro vs. micro-influencer, SMI authenticity 社交媒体名人、同质性、吸引力、可信度、产品-网红匹配度、粉丝数量、人气指标（点赞、粉丝数）、网红类型、宏观与微观网红、SMI 真实性 |
Wahab et al. 2022, Masuda et al. 2022, Janssen et al. 2022, Wiedmann and von Mettenheim 2021, Aw and Chuah 2021, Lee and Watkins 2016 Wahab 等人 2022 年、Masuda 等人 2022 年、Janssen 等人 2022 年、Wiedmann 和 von Mettenheim 2021 年、Aw 和 Chuah 2021 年、Lee 和 Watkins 2016 年 |
| Content-related factors 内容相关因素 | 12 | Infotainment, credibility, irritation, message sidedness, message appeal, brand-generated influencer content, user-generated influencer content, branded content type, media richness, media naturalness, information consistency, influencers' content usefulness, content value 信息娱乐、可信度、烦躁感、信息偏向性、信息吸引力、品牌生成的影响者内容、用户生成的影响者内容、品牌化内容类型、媒体丰富度、媒体自然度、信息一致性、影响者内容有用性、内容价值 |
Zhu et al. 2022, Herrando and Martín-De Hoyos 2022, Djafarova and Bowes 2021, Naderer et al. 2021, Hsieh et al. 2023, Foroughi et al. 2023, Argyris et al. 2021 Zhu 等人 2022 年，Herrando 和 Martín-De Hoyos2022 年，Djafarova 和 Bowes2021 年，Naderer 等人 2021 年，Hsieh 等人 2023 年，Foroughi 等人 2023 年，Argyris 等人 2021 年 |
| Brand-related factors 品牌相关因素 | 3 | Brand familiarity, brand influence disclosure, brand-consumer congruence, brand authenticity 品牌熟悉度、品牌影响力披露、品牌与消费者一致性、品牌真实性 |
Tseng and Wang 2023, Xie and Feng 2022, Zhu et al. 2022 Tseng 和 Wang 2023，Xie 和 Feng 2022，Zhu 等人 2022 |
| Emotional and psychological factors 情感和心理因素 |
5 | Parasocial interaction, parasocial relationship, emotional attachment 准社会互动，准社会关系，情感依恋 |
Lee and Lee 2022, Jiménez-Castillo and Sánchez-Fernández 2019, Zafar et al. 2020, Reinikainen et al. 2020 Lee 和 Lee 2022，Jiménez-Castillo 和 Sánchez-Fernández 2019，Zafar 等人 2020，Reinikainen 等人 2020 |
| Other factors | 14 | Social identity, opinion leadership, self-disclosure, prototype clarity, self-prototypicality, social presence, congruity, product involvement, perceived control, subjective norm, materialism, disclosure type | Farivar and Wang 2022, Crisafulli et al. 2022, Leung et al. 2022, Kim 2022, Park and Lin 2020 |
3.2.3.2 Mediators and Moderators
3.2.3.2 中介变量和调节变量
Existing studies have utilized several mediating variables. Parasocial relationship and trust are the most used mediating variables (Agnihotri et al. 2023; Ashraf et al. 2023; Aw and Chuah 2021; Breves et al. 2021; Koay et al. 2023; Masuda et al. 2022; Shen 2021; Wahab et al. 2022; Xie and Feng 2022; Xu et al. 2021). Variables related to influencers' characteristics, such as trustworthiness, attractiveness, expertise, authenticity, and credibility (Argyris et al. 2021; Lee and Johnson 2022; Zhu et al. 2022), have also been used as mediators. Other mediators include content diagnosticity, vicarious expression, perceived risk, urge to buy, envy, and emotional engagement (Aw and Chuah 2021; Kim 2022; Lee and Lee 2022; Wahab et al. 2022; Xu et al. 2021; Zafar et al. 2020). Additionally, studies have also examined ad value, ad attitude, and product attitude as mediators (Cabeza-Ramírez et al. 2022; Herrando and Martín-De Hoyos 2022; Pittman and Abell 2021; Torres et al. 2019).
现有研究已使用了多个中介变量。 parasocial 关系和信任是最常用的中介变量（Agnihotri 等人 2023；Ashraf 等人 2023；Aw 和 Chuah 2021；Breves 等人 2021；Koay 等人 2023；Masuda 等人 2022；Shen 2021；Wahab 等人 2022；Xie 和 Feng 2022；Xu 等人 2021）。与影响者特征相关的变量，如可信度、吸引力、专业知识、真实性和信誉（Argyris 等人 2021；Lee 和 Johnson 2022；Zhu 等人 2022），也被用作中介变量。其他中介变量包括内容诊断性、替代性表达、感知风险、购买冲动、嫉妒和情感投入（Aw 和 Chuah 2021；Kim 2022；Lee 和 Lee 2022；Wahab 等人 2022；Xu 等人 2021；Zafar 等人 2020）。此外，研究还考察了广告价值、广告态度和产品态度作为中介变量（Cabeza-Ramírez 等人 2022；Herrando 和 Martín-De Hoyos 2022；Pittman 和 Abell 2021；Torres 等人 2019）。
With regards to the moderating variables, the existing literature includes gender (Ki et al. 2022; Claeys et al. 2024; Jin and Ryu 2020; Su et al. 2021), influencer type (Choi et al. 2023; Hsieh et al. 2023; Pittman and Abell 2021), parasocial relationship (Breves et al. 2019; Bu et al. 2022), product involvement (Lee and Johnson 2022), number of followers (Janssen et al. 2022), persuasion knowledge (Woodroof et al. 2020), sponsorship disclosure (Beckert and Naderer 2023; Sheng et al. 2023; Xie and Feng 2022), social media platform usage (Wahab et al. 2022), and storytelling post (Farivar and Wang 2022). Overall, fewer studies have used moderating variables in their proposed model. Table 7 depicts the mediators and moderators used in the existing literature so far.
关于调节变量，现有文献包括性别（Ki 等人，2022 年；Claeys 等人，2024 年；Jin 和 Ryu，2020 年；Su 等人，2021 年）、网红类型（Choi 等人，2023 年；Hsieh 等人，2023 年；Pittman 和 Abell，2021 年）、准社会关系（Breves 等人，2019 年；Bu 等人，2022 年）、产品涉入度（Lee 和 Johnson，2022 年）、粉丝数量（Janssen 等人，2022 年）、说服知识（Woodroof 等人，2020 年）、赞助披露（Beckert 和 Naderer，2023 年；Sheng 等人，2023 年；Xie 和 Feng，2022 年）、社交媒体平台使用（Wahab 等人，2022 年）和故事讲述帖子（Farivar 和王，2022 年）。总体而言，较少研究在其模型中使用了调节变量。表 7 展示了迄今为止现有文献中使用的中介变量和调节变量。
| Mediators and moderators 中介变量和调节变量 |
No. of articles 文章数量 | Example variables 示例变量 | Example references 示例参考文献 |
|---|---|---|---|
| Influencer-related factors 网红相关因素 |
32 | Identification, trust, reason to follow, perceived authenticity, trustworthiness, perceived expertise, parasocial relationship, credibility, number of followers, similarity to the communicator, vloggers' popularity, influencer defense, influencer type, attitude toward the social media influencer 识别、信任、追随理由、感知真实性、可信度、感知专业性、准社会关系、可信性、粉丝数量、与传播者的相似性、视频博主的人气、网红辩护、网红类型、对社交媒体网红的态度 |
Leung et al. 2022, Wahab et al. 2022, Shoenberger and Kim 2022, Masuda et al. 2022, Lee and Johnson 2022 Leung 等人 2022 年，Wahab 等人 2022 年，Shoenberger 和 Kim2022 年，Masuda 等人 2022 年，Lee 和 Johnson2022 年 |
| Content-related factors 内容相关因素 | 5 | Storytelling post, content participation, content creation, content diagnosticity, vicarious expression, advertising trust, content quality 叙事性帖子、内容参与、内容创作、内容诊断性、替代性表达、广告信任、内容质量 |
Farivar and Wang 2022, Wang and Huang 2022, Lee and Lee 2022 Farivar 和 Wang 2022，Wang 和 Huang 2022，Lee 和 Lee 2022 |
| Brand-related factors 品牌相关因素 | 16 | Expected brand value, ad value, ad attitude, self-brand connection, positive WOM communication, product attitude, brand satisfaction, brand image, brand trust, brand congruence, attitude toward the endorsement, brand attitude, luxury brand value, brand user-imagery fit, brand luxury, product curiosity, brand expected value, brand engagement, brand expected value 预期品牌价值、广告价值、广告态度、自我品牌联系、积极的口碑传播、产品态度、品牌满意度、品牌形象、品牌信任、品牌一致性、对代言的态度、品牌态度、奢侈品牌价值、品牌用户形象匹配、品牌奢侈性、产品好奇心、品牌预期价值、品牌参与度、品牌预期价值 |
Bu et al. 2022, Herrando and Martín-De Hoyos 2022, Wiedmann and von Mettenheim 2021 布等人 2022，埃尔南多和马丁-德霍约斯 2022，魏德曼和冯·梅滕海姆 2021 |
| Platform-related factors | 1 | Social media platform usage | Wahab et al. 2022 |
| Consumer-related factors | 3 | Customer participation behavior, customer citizenship behavior, audience participation, consumerism | Bu et al. 2022, Xu et al. 2021, Lee et al. 2022 |
| Emotional and psychological factors | 17 | Parasocial relationship, envy, PSI, parasocial interaction, emotion engagement | Wahab et al. 2022, Kim 2022, Aw and Chuah 2021, Jin and Ryu 2020 |
| Other factors | 13 | Capability concern, relational concern, gender, social attraction, product involvement, urge to buy, product knowledge, product attractiveness, taste leadership, opinion leadership, desire to mimic, previous purchase, upward comparison, self esteem | Crisafulli et al. 2022, Leung et al. 2022, Lee and Johnson 2022 |
3.2.3.3 Themes 3.2.3.3 主题
For a deeper understanding of the research domain, qualitative analysis was used to identify themes from the final set of 76 articles. We conducted the thematic analysis with the help of coding. Through the process of open coding, the antecedents, mediators, and moderators were categorized as sub-sub-themes or open codes. Multiple articles shared the same sub-sub-themes, which constituted the first level of coding. Based on the close similarity of sub-sub-themes, we identified the sub-themes or the axial codes through the process of axial coding. In the final step, we identified the themes by comparing the axial codes. Finally, this resulted in a total of six themes explaining the phenomena of SMIs' effect on the purchase intention of the followers, namely credibility of the source, follower's emotion and psychology, type of influencers, disclosure and transparency, types of content, and congruency. Appendix 3 represents a detailed depiction of the coding process. The sources of the articles discussing these themes are presented in Table 8. These themes consolidate what has been published (Hook et al. 2018; Lee and Johnson 2022). The following section describes each of the themes.
为了更深入地理解研究领域，我们采用定性分析方法从最终收集的 76 篇文章中识别主题。我们借助编码进行了主题分析。通过开放式编码的过程，将前因、中介和调节因素归类为亚主题或开放式编码。多篇文章共享相同的亚主题，构成了编码的第一层。基于亚主题的高度相似性，我们通过轴向编码过程识别了亚主题或轴向编码。在最后一步，我们通过比较轴向编码识别了主题。最终，这形成了六个解释 SMI 对粉丝购买意愿影响现象的主题，即信息来源的可信度、粉丝的情绪和心理、影响者的类型、披露和透明度、内容类型以及一致性。附录 3 详细描述了编码过程。讨论这些主题的文章来源见表 8。这些主题整合了已有研究成果（Hook 等，2018；Lee 和 Johnson，2022）。下一节将分别描述每个主题。
| Themes 主题 | Sub-themes 子主题 | Sub-Sub Themes 子子主题 | References 参考文献 |
|---|---|---|---|
| Credibility of the source 来源的可信度 |
Influencer characteristics, Influencer Authenticity, Influencer fame. 影响者特征、影响者真实性、影响者知名度。 |
Attractiveness, Expertise, Trustworthiness, Homophily, Authenticity, Originality, Sincerity, truthfulness, popularity, likeability, and Prestige. 吸引力、专业性、可信度、同质性、真实性、原创性、真诚性、真实性、人气、可喜爱性以及声望。 |
Masuda et al. 2022; Janssen et al. 2022; Lee and Johnson 2022; Zhu et al. 2022; Li and Peng 2021; Aw and Chuah 2021; Naderer et al. 2021; Weismueller et al. 2020; Sokolova and Kefi 2020; Wiedmann and von Mettenheim 2021; Reinikainen et al. 2020; Park and Lin 2020; Lee and Watkins 2016; Piehler et al. 2022; Pangarkar and Rathee 2022; Yılmazdoğan et al. 2021; Su et al. 2021; Ladhari et al. 2020; Taillon et al. 2020; Ki and Kim 2019; Breves et al. 2019; Ki et al. 2022; Breves et al. 2021; Filieri et al. 2023a; Andonopoulos et al. 2023; Ashraf et al. 2023; Venciute et al. 2023; Wong and Wei 2023; Ooi et al. 2023; Hsieh et al. 2023; Foroughi et al. 2023; Ghosh and Islam 2023; Agnihotri et al. 2023 |
| Followers' emotion and psychology 粉丝的情感和心理 |
Emotional attachment, internal and psychological factors 情感依恋，内部和心理因素 |
Parasocial relationship, parasocial interaction, influencer-follower relationship, emotional engagement, Identification, self-brand connection, Social identity, Opinion leadership, Social attention, Social power, Social presence, Social climate (social trust, social support, social interaction), Perceived control, Subjective norm, materialism, Envy 准社会关系，准社会互动，影响者-粉丝关系，情感投入，认同，自我-品牌连接，社会认同，意见领导力，社会关注，社会权力，社会临场感，社会氛围（社会信任，社会支持，社会互动），感知控制，主观规范，物质主义，嫉妒 |
Wahab et al. 2022; Farivar and Wang 2022; Crisafulli et al. 2022; Leung et al. 2022; Bu et al. 2022; Shoenberger and Kim 2022; Wang and Huang 2022; Masuda et al. 2022; Janssen et al. 2022; Kim 2022; Lee and Lee 2022; Xu et al. 2021; Pittman and Abell 2021; Li and Peng 2021; Aw and Chuah 2021; Jiménez-Castillo and Sánchez-Fernández 2019; Zafar et al. 2020; Jin and Ryu 2020; Sokolova and Kefi 2020; Wiedmann and von Mettenheim 2021; Torres et al. 2019; Dhanesh and Duthler 2019; Reinikainen et al. 2020; Cabeza-Ramírez et al. 2022; Chidiac and Bowden 2022; Lee et al. 2022; Shin and Lee 2021; Yılmazdoğan et al. 2021; Khodabandeh and Lindh 2021; Ladhari et al. 2020; Shan et al. 2020; Ki and Kim 2019; Breves et al. 2019; Breves et al. 2021; Xie and Feng 2022; Hsieh et al. 2023; Sheng et al. 2023; Claeys et al. 2024 瓦哈布等人 2022 年；法里瓦尔和汪 2022 年；克里萨富利等人 2022 年；梁等人 2022 年；布等人 2022 年；肖恩伯格和金 2022 年；王和黄 2022 年；Masuda 等人 2022 年；Janßen 等人 2022 年；金 2022 年；李和李 2022 年；徐等人 2021 年；皮特曼和阿贝尔 2021 年；李和彭 2021 年；奥和丘亚 2021 年；吉梅内斯-卡斯蒂略和桑切斯-费尔南德斯 2019 年；扎法尔等人 2020 年；金和柳 2020 年；索科洛娃和凯菲 2020 年；魏德曼和冯·梅滕海姆 2021 年；托雷斯等人 2019 年；丹尼什和杜勒 2019 年；雷尼凯宁等人 2020 年；卡贝扎-拉米雷斯等人 2022 年；奇迪亚克和鲍登 2022 年；李等人 2022 年；辛和李 2021 年；伊尔马兹多甘等人 2021 年；霍达班德和林德 2021 年；拉达里等人 2020 年；山等人 2020 年；基和金 2019 年；布雷维斯等人 2019 年；布雷维斯等人 2021 年；谢和冯 2022 年；谢等人 2023 年；盛等人 2023 年；克莱伊斯等人 2024 年 |
| Type of influencers | Influencer based on source of fame, influencer based on content, influencer based on follower count, influencer based on originality | Social media Celebrities, Endorser type, Influencer type (Green vs. Non-Green), Macro vs. micro-influencer, original vs. non-original SMIs, Mega vs. Micro social media influencer, genuine vs. non-genuine, content generator type | Wahab et al. 2022; Zhu et al. 2022; Pittman and Abell 2021; Kay et al. 2020; Piehler et al. 2022; Pangarkar and Rathee 2022; Ren et al. 2023 |
| Disclosure and transparency | Disclosure of self and advertisement, Identification of advertisement, transparency of advertisement. | Self-disclosure, Message sidedness, Ad disclosure, disclosure vs. non-disclosure, ad recognition, awareness of advertisement, persuasion knowledge, transparency, sponsorship transparency, transparency perception | Leung et al. 2022; Lee and Johnson 2022; Naderer et al. 2021; Weismueller et al. 2020; Dhanesh and Duthler 2019; Kay et al. 2020; Su et al. 2021; Woodroof et al. 2020; Beckert and Naderer 2023; Koay et al. 2023 |
| Type of content | Message framing strategy, content generator source | Storytelling post, Infotainment, informativeness vs. entertainment, Brand generated vs. User-generated content, Branded content type, Content generator type, message appeal | Herrando and Martín-De Hoyos 2022; Djafarova and Bowes 2021; Jin and Ryu 2020; Chidiac and Bowden 2022 |
| Congruency | Follower's self-congruity, influencer's congruity. | Interest fit, self-product fit, self-influencer fit, influencer-follower congruence, Self-congruity, Endorser-product fit, Live content-product fit, Influencer-product fit, Consumer-product fit, influencer-brand fit, celebrity-brand congruence |
Shen et al. 2022; Park and Lin 2020; Pangarkar and Rathee 2022; Belanche et al. 2021; Shan et al. 2020; Breves et al. 2019; Tseng and Wang 2023 |
3.2.3.3.1 Credibility of the Source
3.2.3.3.1 信息来源的可信度
In influencer marketing literature, source credibility is an important criterion for followers' purchase intention (Li and Peng 2021; Wiedmann and von Mettenheim 2021). Source credibility has three dimensions introduced by Ohanian (1990); attractiveness, trustworthiness and expertise. Our analysis revealed that source credibility is important in building parasocial relationships (Ashraf et al. 2023; Aw and Chuah 2021; Sokolova and Kefi 2020; Yılmazdoğan et al. 2021). Most research suggests that attractiveness, trustworthiness, authenticity, truthfulness, and likeability affect followers' purchase intention (Filieri et al. 2023a; Ghosh and Islam 2023; Lee and Watkins 2016; Masuda et al. 2022; Sokolova and Kefi 2020; Torres et al. 2019). Additionally, homophily between the influencer and the follower can enhance consumer engagement behavior, which leads to purchase intention (Shoenberger and Kim 2022). In their research, Janssen et al. (2022) and Naderer et al. (2021) found that a good fit between product and influencer increases the influencer's credibility, which affects the attitude toward the advertising.
在网红营销文献中，来源可信度是影响者对购买意愿的重要标准（Li 和 Peng 2021；Wiedmann 和 von Mettenheim 2021）。来源可信度包含 Ohanian（1990）提出的三个维度：吸引力、可信度和专业性。我们的分析表明，来源可信度在建立准社会关系方面很重要（Ashraf 等人 2023；Aw 和 Chuah 2021；Sokolova 和 Kefi 2020；Yılmazdoğan 等人 2021）。大多数研究表明，吸引力、可信度、真实性、诚实性和受喜爱程度会影响追随者的购买意愿（Filieri 等人 2023a；Ghosh 和 Islam 2023；Lee 和 Watkins 2016；Masuda 等人 2022；Sokolova 和 Kefi 2020；Torres 等人 2019）。此外，网红与追随者之间的同质性可以增强消费者的参与行为，进而导致购买意愿（Shoenberger 和 Kim 2022）。在他们研究中，Janssen 等人（2022）和 Naderer 等人（2021）发现，产品与网红的良好匹配会增加网红的可信度，从而影响对广告的态度。
Pangarkar and Rathee (2022) found that mega-influencers yielded higher credibility than micro-influencers in luxury brand purchases such as Chanel and Dior. Similarly, Lou and Yuan (2019) and Foroughi et al. (2023) examined the effect of source credibility and content value (informative and entertainment). The findings suggested that these factors affect the follower's brand awareness, brand engagement, and trust, thus increasing their purchase intention. Breves et al. (2019) examined whether influencer credibility increases due to congruence between the influencer and the brand and how it impacts the followers' purchase intention. It was found that trustworthiness and expertise were high when the influencer-brand fit was high, and the high credibility further resulted in increased purchase intention.
Pangarkar 和 Rathee（2022）发现，在购买香奈儿和迪奥等奢侈品牌时，超级影响者比微型影响者具有更高的可信度。类似地，Lou 和 Yuan（2019）以及 Foroughi 等人（2023）研究了来源可信度和内容价值（信息性和娱乐性）的影响。研究结果表明，这些因素会影响粉丝的品牌认知度、品牌参与度和信任度，从而增加他们的购买意愿。Breves 等人（2019）研究了影响者与品牌之间的一致性是否会导致影响者可信度的增加，以及这种影响如何作用于粉丝的购买意愿。研究发现，当影响者与品牌的契合度较高时，可信度和专业性会很高，而高可信度进一步导致了购买意愿的增加。
3.2.3.3.2 Followers' Emotion and Psychology
3.2.3.3.2 关注者的情感和心理
This aspect includes followers' emotional and social relationships with the influencer. It encompasses other social variables such as power, social trust, interaction, subjective norm, and envy (Cabeza-Ramírez et al. 2022; Chidiac and Bowden 2022; Lee et al. 2022). Based on this review, we could identify that SMIs' post does not have a direct influence on purchase intention among the followers but mediates through emotional and psychological relationships that the followers build with the influencers, known as parasocial relationships (Ashraf et al. 2023; Kim 2022; Wahab et al. 2022). It is also noted that followers tend to identify themselves with the influencers, compare their behavior, and try to imitate them (Janssen et al. 2022), which leads to purchase intention toward the endorsed brand. Lee and Lee (2022) found that a parasocial relationship with a famous YouTube beauty influencer directly and indirectly impacts female followers' purchase intention. Additionally, parasocial relationships and social climate positively impact followers' urge to buy and impulse buying behavior (Zafar et al. 2020). Parasocial relationships with micro-influencers also increase customer engagement and brand preference (Sheng et al. 2023). However, Aw and Chuah (2021) found that the parasocial relationship between the influencer and follower negatively affects purchase intention. This finding is contradictory to the previous findings.
这方面包括粉丝与网红的情感和社会关系。它涵盖其他社会变量，如权力、社会信任、互动、主观规范和嫉妒（Cabeza-Ramírez 等人 2022；Chidiac 和 Bowden 2022；Lee 等人 2022）。根据本次综述，我们可以识别出，社交媒体影响者的帖子对粉丝的购买意向没有直接影响，而是通过粉丝与网红建立的情感和心理关系（即准社会关系）进行中介（Ashraf 等人 2023；Kim 2022；Wahab 等人 2022）。同时注意到，粉丝倾向于认同网红，比较他们的行为，并试图模仿他们（Janssen 等人 2022），这会导致对所推荐品牌的购买意向。Lee 和 Lee（2022）发现，与知名 YouTube 美妆网红建立的准社会关系会直接影响女性粉丝的购买意向。此外，准社会关系和社会氛围会积极影响粉丝的购买欲望和冲动购买行为（Zafar 等人 2020）。 与微型网红的准社会关系也能增加顾客参与度和品牌偏好（Sheng 等人，2023）。然而，Aw 和 Chuah（2021）发现，网红与粉丝之间的准社会关系会负面影响购买意愿。这一发现与之前的发现相矛盾。
Moreover, Farivar and Wang (2022) examined that followers identify themselves with influencer communities to various degrees, influencing their intention toward the influencers' message. In addition, when SMIs disclose their emotions, thoughts, opinions, and personal information to their followers, they tend to develop trust among the followers, which results in favorable social attraction toward the influencer, leading to the intention to visit a restaurant recommended by the influencer (Leung et al. 2022; Pittman and Abell 2021). Also, emotional attachment to YouTube vloggers affects their popularity, resulting in positive purchase intention (Ladhari et al. 2020).
此外，Farivar 和 Wang（2022）研究了粉丝在多大程度上将自己认同为影响者社群，这影响了他们对影响者信息的接受程度。此外，当社交媒体影响者向粉丝透露他们的情感、想法、观点和个人信息时，他们倾向于在粉丝中建立信任，这导致对影响者产生积极的社会吸引力，进而导致访问影响者推荐的餐厅的意愿（Leung 等人，2022；Pittman 和 Abell，2021）。此外，对 YouTube 视频博客制作者的情感依恋会影响他们的知名度，从而产生积极的购买意愿（Ladhari 等人，2020）。
3.2.3.3.3 Type of Influencers
3.2.3.3.3 影响者类型
Several authors have used different types of influencers in their studies to see the impact on followers' purchase intention. In their study, Zhu et al. (2022) used experimental manipulation to see the effect of two types of endorsers: celebrity and SMIs, familiar and unfamiliar brand endorsements. It was found that SMIs are better matched with familiar brands than celebrities. Claeys et al. (2024) examined the effect of genuine vs. non-genuine influencers on followers' well-being and purchase intention. Ren et al. (2023) differentiated the influencers as celebrity and non-celebrity to determine their impact on purchase intention among promotion focus and prevention focus consumers. Additionally, Pittman and Abell (2021) examine the impact of green and non-green influencers on the attitude and purchase intention of the advertised product. The findings suggest that when a non-green influencer with many followers advertises a product, consumers have a favorable attitude toward the product and an increased purchase intention. However, when a green influencer with fewer followers advertises a product, the users show a more favorable attitude. Thus, it concludes that the popularity matrix plays a role in the case of non-green influencers but not in the case of green influencers.
一些作者在他们的研究中使用了不同类型的网红来观察其对粉丝购买意愿的影响。在他们 2022 年的研究中，朱等人通过实验操控来观察两种类型代言人——名人和社交媒体影响者（SMIs），以及熟悉和陌生的品牌代言的效果。研究发现，社交媒体影响者与熟悉品牌更为匹配。克莱伊斯等人（2024 年）考察了真实网红与非真实网红对粉丝幸福感和购买意愿的影响。任等人（2023 年）将网红区分为名人和非名人，以确定其对促销焦点和预防焦点消费者购买意愿的影响。此外，皮特曼和阿贝尔（2021 年）考察了绿色和非绿色网红对广告产品态度和购买意愿的影响。研究结果表明，当拥有大量粉丝的非绿色网红推广产品时，消费者对该产品持有积极态度，购买意愿增强。然而，当拥有较少粉丝的绿色网红推广产品时，用户表现出更积极的态度。 因此，它得出结论，在非绿色影响者的情况下，人气矩阵发挥作用，但在绿色影响者的情况下则不发挥作用。
3.2.3.3.4 Disclosure and Transparency
3.2.3.3.4 披露与透明度
The disclosure is described in two aspects. First, when the influencer discloses their emotions, opinions, thoughts, and personal life to the followers, it is known as self-disclosure. Second, when the influencer discloses the paid advertisement in their post, it is referred to as sponsorship disclosure or endorsement transparency. When the influencer displays self-disclosure, the followers tend to develop a trust and emotional relationship. This leads to positive behavioral outcomes (Leung et al. 2022; Zhang and Mac 2023). Lee and Johnson (2022) found that when an influencer provides product reviews on Instagram along with self-disclosure, it leads to higher influencer authenticity, credibility, ad attitude, brand attitude, purchase intention, and eWOM intention. Su et al. (2021) investigated whether female followers expressed lower purchase intention if male influencers disclosed their muscular bodies on an endorsement post. The findings suggest that the display of muscles in the male influencer's post reduced the perceived trustworthiness among the female followers, which lowered their purchase intention.
信息披露分为两个方面。首先，当网红向粉丝透露他们的情感、观点、想法和个人生活时，这被称为自我披露。其次，当网红在帖子中披露付费广告时，这被称为赞助披露或代言透明度。当网红展示自我披露时，粉丝倾向于建立信任和情感关系。这会导致积极的行为结果（Leung 等人，2022 年；Zhang 和 Mac，2023 年）。Lee 和 Johnson（2022 年）发现，当网红在 Instagram 上提供产品评论并结合自我披露时，这会导致更高的网红真实性、可信度、广告态度、品牌态度、购买意愿和电子口碑意愿。Su 等人（2021 年）研究了如果男性网红在代言帖子中披露他们的肌肉身材，女性粉丝是否会表现出较低的购买意愿。研究结果表明，男性网红帖子中肌肉的展示降低了女性粉丝的感知可信度，从而降低了她们的购买意愿。
On the contrary, articles have also studied the disclosure of advertisements on the influencers' posts (Sheng et al. 2023; Xie and Feng 2022). Naderer et al. (2021) investigated whether sponsorship disclosure can lead to ad recognition and how it affects behavioral outcomes. The results revealed that disclosure fosters ad recognition, which negatively affects the perceived trustworthiness and purchase intention. Additionally, Weismueller et al. (2020) revealed that advertising disclosure on an SMI post affects source attractiveness, trustworthiness, and expertise, which strongly influences purchase intention among the followers. However, Dhanesh and Duthler (2019) found that awareness about the paid endorsement enhanced the influencer-follower relationship but did not predict the eWOM and purchase intention.
相反，也有文章研究了网红帖子中的广告披露（Sheng 等人，2023；Xie 和 Feng，2022）。Naderer 等人（2021）调查了赞助披露是否会导致广告识别，以及它如何影响行为结果。结果表明，披露会促进广告识别，这会负面影响感知的信任度和购买意愿。此外，Weismueller 等人（2020）揭示了 SMI 帖子上的广告披露会影响来源吸引力、信任度和专业性，这会强烈影响粉丝的购买意愿。然而，Dhanesh 和 Duthler（2019）发现，对付费推广的认识增强了网红与粉丝之间的关系，但并不能预测电子口碑和购买意愿。
3.2.3.3.5 Type of Content
3.2.3.3.5 内容类型
The content type comprises mainly the content of the influencer post. The content of the post varies depending on the purpose and target audience. In this review, we could identify that Instagram posts are mostly dominated by visual or audio-visual content. The picture is one of the most crucial elements of the message in the Instagram post. For example, in a study conducted by Herrando and Martín-De Hoyos (2022), it was observed that users who emphasize both entertainment and information of an influencer ad post perceive the post to have more ad value, thus improving the attitude toward the ad and purchase intention. The content generator also plays a role in influencing the attitude toward the post. In the fashion industry context, brand-generated content does not influence impulse buying behavior. However, when the influencer generates the content, it results in impulse fashion purchases among Generation Z consumers (Djafarova and Bowes 2021; Jin and Ryu 2020).
内容类型主要包括影响者帖子的内容。帖子的内容根据目的和目标受众而有所不同。在这篇综述中，我们可以识别出 Instagram 帖子主要由视觉或视听内容主导。图片是 Instagram 帖子中信息最关键的因素之一。例如，在 Herrando 和 Martín-De Hoyos（2022）进行的一项研究中观察到，那些强调影响者广告帖子娱乐性和信息性的用户认为该帖子具有更高的广告价值，从而提升了广告态度和购买意愿。内容生成者也在影响对帖子的态度方面发挥作用。在时尚行业背景下，品牌生成的内容不会影响冲动购买行为。然而，当影响者生成内容时，会导致 Z 世代消费者产生冲动时尚购买（Djafarova 和 Bowes 2021；Jin 和 Ryu 2020）。
3.2.3.3.6 Congruency 3.2.3.3.6 一致性
Congruency refers to how well the influencer-product, product-follower, and influencer-follower align in terms of personalities, values, and beliefs. When the fit between the influencer-brand, influencer-follower, and follower-brand is high, it can lead to more effective marketing outcomes and a strong connection between influencer-product-follower (Foroughi et al. 2023). Shen et al. (2022) and Koay et al. (2023) investigated the effect of self-congruity and value congruence on parasocial interaction and its impact on viewers' emotional engagement and purchase intention. The results revealed that self-congruity and value congruence leads to parasocial relationships and emotional engagement, which are important predictors of purchase intention. Similarly, product-source fit affects trustworthiness and attractiveness, increasing purchase intention (Park and Lin 2020). Wang (2023) also investigated whether the fit between the influencer and consumer, influencer and product, and consumer and product affect the attitude and purchase intention toward the endorsed product. Suppose the influencer endorses a product similar to their style; the follower tends to align the product's perception with the influencer's, thereby increasing the purchase intention toward the endorsed product.
一致性是指影响者-产品、产品-粉丝和影响者-粉丝在个性、价值观和信念方面的一致程度。当影响者-品牌、影响者-粉丝和粉丝-品牌之间的契合度高时，可以带来更有效的营销成果，并加强影响者-产品-粉丝之间的紧密联系（Foroughi 等人，2023）。Shen 等人（2022）和 Koay 等人（2023）研究了自我一致性与价值观一致性对准社会互动的影响及其对观众情感参与和购买意愿的影响。结果表明，自我一致性和价值观一致性会形成准社会关系和情感参与，这两者都是购买意愿的重要预测因素。类似地，产品来源的契合度会影响可信度和吸引力，从而提升购买意愿（Park 和 Lin，2020）。Wang（2023）也研究了影响者与消费者、影响者与产品、消费者与产品之间的契合度是否会影响对代言产品的态度和购买意愿。 假设网红推荐的产品与其风格相似；粉丝倾向于将产品的认知与网红对齐，从而增加对推荐产品的购买意愿。
3.2.4 Methodology 3.2.4 方法论
Having discussed the theories, contexts, and characteristics of SMI's effect on purchase intention, the methodology analysis examines the methodological approaches to understand how the research on SMI's effect on purchase intention has been conducted. We identified three methodological approaches in our sample: quantitative, qualitative, and mixed methods. We would have expected more exploratory, conceptual, and theoretical works in this domain. However, all the articles included in the review are empirical.
在讨论了 SMI 对购买意愿的影响的理论、背景和特征之后，方法论分析考察了理解 SMI 对购买意愿影响研究是如何进行的方法论方法。我们在样本中确定了三种方法论方法：定量研究、定性研究和混合方法。我们原本期望在这个领域有更多探索性、概念性和理论性的研究。然而，本次综述中包含的所有文章都是实证研究。
To our surprise, 74 studies followed the quantitative approach, which helps improve the validity of a study (Gupta et al. 2020) and provides strong evidence that SMIs affect the purchase intention of followers. The analysis revealed that only one study followed the qualitative approach, and one study followed the mixed method approach (Table 9). Even though quantitative approaches are effective in explaining the validity of the study, they fail to explain the conceptual understanding of a domain. This finding gives us a clear understanding that the majority of the studies are quantitative, thus creating the need for more qualitative and conceptual research. The findings align with prior literature reviews on influencer marketing, which noted a lack of qualitative and conceptual studies in the domain (Pradhan et al. 2023a; Vrontis et al. 2021). In order to understand a new phenomenon, qualitative studies are essential for exploratory studies (Creswell and Miller 2000) as they answer “how?” and “why?” questions. As the influencer marketing field is growing, conceptual and theoretical studies are also required to advance the field (MacInnis 2011).
令我们惊讶的是，74 项研究采用了定量方法，这有助于提高研究的有效性（Gupta 等人，2020 年），并提供了强有力的证据证明社交媒体影响者会影响追随者的购买意愿。分析显示，只有一项研究采用了定性方法，一项研究采用了混合方法（表 9）。尽管定量方法在解释研究有效性方面很有效，但它们无法解释一个领域的概念理解。这一发现让我们清楚地认识到，大多数研究都是定量的，因此需要更多的定性研究。这一结果与先前关于影响者营销的文献综述一致，这些综述指出该领域缺乏定性研究（Pradhan 等人，2023a；Vrontis 等人，2021 年）。为了理解新现象，定性研究对于探索性研究至关重要（Creswell 和 Miller，2000 年），因为它们回答了“如何？”和“为什么？”的问题。随着影响者营销领域的发展，也需要概念和理论研究来推动该领域的发展（MacInnis，2011 年）。
| Research approach 研究方法 | No. of articles 文章数量 |
|---|---|
| Quantitative 定量 | |
| Survey 调查 | 47 |
| Experiment 实验 | 27 |
| Qualitative 定性研究 | 1 |
| Mixed method 混合方法 | 1 |
-
Note: One study employed both a survey and an experiment.
注意：一项研究同时采用了调查和实验方法。
With regards to data collection, surveys are the most common data collection method (47 studies) (Aw and Chuah 2021; Farivar and Wang 2022; Li and Peng 2021; Shen et al. 2022; Wahab et al. 2022) of the total quantitative studies, followed by experiment (Claeys et al. 2024; Crisafulli et al. 2022; Jin and Ryu 2020; Kay et al. 2020; Lee and Johnson 2022; Naderer et al. 2021; Pittman and Abell 2021; Ren et al. 2023) which was used by 27 studies. In addition, interviews were used by 2 studies (such as Djafarova and Bowes 2021; Wang and Huang 2022), which used qualitative and mixed-method approaches.
在数据收集方面，问卷调查是最常见的数据收集方法（47 项研究）（Aw 和 Chuah 2021；Farivar 和王 2022；李和彭 2021；沈等 2022；Wahab 等 2022），在所有定量研究中位居首位，其次是实验（Claeys 等 2024；Crisafulli 等 2022；金和 Ryu 2020；Kay 等 2020；李和 Johnson 2022；Naderer 等 2021；Pittman 和 Abell 2021；任等 2023），共使用了 27 项研究。此外，有 2 项研究使用了访谈（如 Djafarova 和 Bowes 2021；王和黄 2022），这些研究采用了定性和混合方法。
Regarding data analysis methods, structural equation modelling (SEM) is the most widely used approach to analyze the data, appearing in 61.8% of the studies. Very few studies focusing on SMIs' effect on purchase intention used PROCESS macro, ANOVA, and MANOVA in their analysis.
关于数据分析方法，结构方程模型（SEM）是分析数据最广泛使用的方法，出现在 61.8%的研究中。很少有研究关注社交影响者对购买意愿的影响，并在其分析中使用了 PROCESS 宏、ANOVA 和 MANOVA。
Our analysis reveals that samples in our review majorly focused on survey research and were predominantly cross-sectional. Thus, research on SMI's effect on purchase intention would benefit from longitudinal research to understand whether the proposed relationships are stable over a long period. Additionally, our study also highlights the potential for greater use of qualitative and mixed-method approaches.
我们的分析表明，我们综述中的样本主要集中在调查研究，并且主要是横断面的。因此，关于社交影响者对购买意愿影响的研究将受益于纵向研究，以了解所提出的关联是否在长期内保持稳定。此外，我们的研究还强调了定性研究和混合方法应用的潜力。
4 Future Research Agenda
4 未来研究议程
The review aimed to advance the theoretical lens on influencer marketing and its role in increasing followers' purchase intention. We found that influencer marketing is a valuable tool for marketers to enhance marketing outcomes. We expect the influencer marketing literature to undergo changes and academic attention for future research to develop new theoretical perspectives and topical directions. We address these issues through suggestions related to theory development, new context, emerging characteristics, and methodologies. In doing so, we propose a framework based on variables covered in existing literature (Figure 2), identify gaps, and suggest directions for future research (Figure 3). Additionally, Table 10 presents an overview of potential future research avenues.
综述旨在提升对影响者营销及其在增强粉丝购买意愿中的作用的理论视角。我们发现影响者营销是营销人员提升营销效果的宝贵工具。我们预期影响者营销文献将发生变化，未来研究将获得学术关注以发展新的理论视角和主题方向。我们通过理论发展、新背景、新兴特征和方法论相关的建议来处理这些问题。为此，我们基于现有文献中涵盖的变量提出了一个框架（图 2），识别了差距，并提出了未来研究的方向（图 3）。此外，表 10 概述了潜在的未来研究途径。
| TCCM dimensions TCCM 维度 | Future research directions 未来研究方向 |
|---|---|
| Theory (T) 理论 (T) |
|
| Context (C) |
|
| Characteristics (C) |
|
| Methodology (M) |
|
4.1 Theory 4.1 理论
The recent literature on SMIs and their effect on followers' purchase intention is stagnant in terms of theory development. Through this analysis, we did not find any single conceptual article that weakens the theoretical foundation of the field (Yadav 2010). Thus, future researchers must prioritize conceptual studies for the theoretical advancement of the domain. We found that most of the studies examined how influencers' characteristics contribute to the effectiveness of influencer marketing. Focusing on social media influencer perspective theories such as source credibility theory, meaning transfer model, persuasion knowledge model, parasocial relationship theory, and match-up hypothesis, the majority of the studies identify the effectiveness of influencer marketing (Aw and Chuah 2021; Breves et al. 2019; Ghosh and Islam 2023). The complex nature of influencer marketing is evolving. Therefore, social media influencer perspective theories alone are not sufficient to fully understand the effectiveness of influencer marketing. Authors of future research should focus on theories such as social influence, social learning, social exchange, associative learning, and attribution theory, as the followers identify themselves with the influencers and get influenced by their actions and try to imitate the influencers (Le and Hancer 2021; Rohde and Mau 2021). Therefore, we posit our first proposition as:
关于社交媒体影响者及其对追随者购买意愿影响的近期文献在理论发展方面停滞不前。通过这项分析，我们没有发现任何一篇削弱该领域理论基础的单一概念性文章（Yadav 2010）。因此，未来的研究者必须优先进行概念性研究，以推动该领域的理论进步。我们发现，大多数研究考察了影响者特征如何有助于提升影响者营销的有效性。聚焦于社交媒体影响者视角理论，如来源可信度理论、意义转移模型、说服知识模型、准社会关系理论和匹配假设，大多数研究都确认了影响者营销的有效性（Aw and Chuah 2021; Breves et al. 2019; Ghosh and Islam 2023）。影响者营销的复杂性正在演变。因此，仅靠社交媒体影响者视角理论不足以全面理解影响者营销的有效性。 未来研究作者应关注社会影响、社会学习、社会交换、联想学习和归因理论等理论，因为粉丝会将自身与影响者认同，受其行为影响并试图模仿影响者（Le 和 Hancer 2021；Rohde 和 Mau 2021）。因此，我们提出我们的第一个命题：
Proposition 1.Theories such as social influence, social learning, social exchange, and attribution theory highlight that the audience gets influenced by social media influencers and tries to imitate their behavior.
命题 1.社会影响、社会学习、社会交换和归因理论等理论强调受众受社交媒体影响者影响并试图模仿其行为。
Furthermore, the application of socio-psychological theories such as social comparison theory, self-discrepancy theory, attachment theory, and social identity theory is scarce in the SMI's effect on followers' purchase intention literature. The current literature predominantly focuses on the positive aspects of influencer marketing. However, several major concerns are emerging in the current influencer marketing landscape, including unhealthy food consumption, overconsumption, unrealistic body standards, increased cosmetic usage, materialism, compulsive consumption, and impulsive consumption due to influencer advertising which negatively affect consumers' emotional and mental well-being (Farivar et al. 2022; Gildenstern 2023; Valkenburg 2022). These issues arise due to social comparison among followers. The followers on social media often compare themselves with influencers and aspire to achieve the lifestyle they portray. Thus, creating a gap between the actual self and the ideal self, which negatively affects consumer well-being. Future research can investigate the negative psychological impact of influencer advertising (Hudders and Lou 2022). For instance, how comparison with the influencers' lifestyle leads to compulsive and impulsive buying behavior among the followers using social comparison theory and how it negatively affects followers' emotional well-being. Similarly, future studies could examine how the influence of media celebrities (influencers) results in increased cosmetic usage or idealization of unrealistic body standards using social identity theory. Influencers can also evoke envy among their followers (Jin and Ryu 2020) by flaunting their luxurious lifestyles, which can negatively affect consumer well-being. Future studies should examine this phenomenon using social comparison theory. Furthermore, negative consumer emotion has resulted in influencer avoidance and influencer hate (Pradhan et al. 2023b). Thus, we call for more research focusing on how consumers are avoiding influencers due to negative emotions. Therefore, we posit our next proposition as follows:
此外，在社会心理学理论（如社会比较理论、自我差异理论、依恋理论和社会认同理论）在社交媒体影响者对追随者购买意愿影响文献中的应用非常有限。当前文献主要关注影响者营销的积极方面。然而，在当前影响者营销领域，已经出现了一些主要问题，包括不健康的食物消费、过度消费、不切实际的身体标准、化妆品使用增加、物质主义、强迫性消费和冲动性消费，这些问题都是由于影响者广告导致的，对消费者的情感和心理健康产生负面影响（Farivar 等人，2022 年；Gildenstern，2023 年；Valkenburg，2022 年）。这些问题是由于追随者之间的社会比较而产生的。社交媒体上的追随者经常将自己与影响者进行比较，并渴望实现他们所展现的生活方式。因此，在现实自我和理想自我之间造成了差距，这对消费者的福祉产生了负面影响。未来的研究可以探讨影响者广告的负面影响（Hudders 和 Lou，2022 年）。 例如，如何通过社会比较理论来解释粉丝与网红生活方式的比较如何导致强迫性和冲动性购买行为，以及这种比较如何对粉丝的情绪健康产生负面影响。同样，未来的研究可以运用社会认同理论来探讨媒体名人（即网红）的影响如何导致化妆品使用增加或不切实际的身体标准理想化。网红还可以通过炫耀奢华的生活方式来激起粉丝的嫉妒（Jin and Ryu 2020），从而对消费者的健康产生负面影响。未来的研究应运用社会比较理论来研究这种现象。此外，消极的消费者情绪导致了消费者对网红的回避和厌恶（Pradhan et al. 2023b）。因此，我们呼吁更多研究关注消费者因消极情绪而回避网红的现象。基于此，我们提出以下命题：
Proposition 2.Socio-psychological theories (social comparison, self-discrepancy theory, attachment theory, social identity theory, etc.) will explain how influencer advertising negatively affects consumers' emotional and mental well-being.
命题 2.社会心理学理论（如社会比较理论、自我差异理论、依恋理论、社会认同理论等）将解释网红广告如何对消费者的情绪和心理健康产生负面影响。
Proposition 3.Social media influencers elicit stronger upward social comparisons, thus resulting in consumer purchase intention toward the endorsed product.
Moreover, research should focus on how marketers can identify the right influencer for their campaign (Rosengren and Campbell 2021). Based on the synthesis of the literature, we suggest that future studies should explore theories such as congruency theory and the match-up hypothesis to understand how marketers can select the right influencer for endorsement. On the other hand, as the power of influencers rises, studies should also investigate how the influencers can choose the right brand to work with, as influencer-product fit increases persuasiveness (Janssen et al. 2022).
Further, future studies could examine how the emotional bond between the influencer and the follower builds a long-term relationship and enhances influencer marketing effectiveness by applying attachment theory. For example, studies could explore how intimate relationships help in the persuasion process (McMullan et al. 2022). Moreover, future studies should focus on relationship marketing theory to understand the influencer-consumer and influencer-brand relationship and their influence on consumer behavior. For instance, future studies could use relationship marketing theory to examine the positive influencer-marketer relationship (Möller and Halinen 2000). Relationship management is important for marketers to build long-lasting collaborations with influencers. Research is needed to develop new theories to explain the long-term relationship between the influencer and marketer. Therefore, we posit our next proposition as:
此外，未来的研究可以运用依恋理论来探讨影响者与粉丝之间的情感纽带如何建立长期关系并提升影响者营销的有效性。例如，研究可以探索亲密关系如何在说服过程中发挥作用（McMullan 等人，2022 年）。此外，未来的研究应关注关系营销理论，以理解影响者与消费者、影响者与品牌之间的关系及其对消费者行为的影响。例如，未来的研究可以运用关系营销理论来检验积极的影响者与营销者关系（Möller 和 Halinen，2000 年）。关系管理对营销者与影响者建立长期合作关系至关重要。需要研究来发展新的理论，以解释影响者与营销者之间的长期关系。因此，我们提出以下命题：
Proposition 4.Attachment theory and Relationship marketing theory explain that the emotional bond between influencers and their audience positively affects long-term relationships, which enhances influencer marketing effectiveness through increased trust and loyalty.
命题 4.依恋理论和关系营销理论解释了影响者与其受众之间的情感纽带如何对长期关系产生积极影响，从而通过增强信任和忠诚度来提升影响者营销的有效性。
Additionally, some articles have applied a dual-process model of information processing, such as the elaboration likelihood model (Lee and Johnson 2022; Masuda et al. 2022). However, less focus has been given to the heuristic-systematic model, a dual process theory that describes broader information processing compared to the elaboration likelihood model (Eagly and Chaiken 1993). Furthermore, future research should develop novel theories by integrating the existing ones to understand the influencer marketing phenomenon better.
此外，一些文章应用了信息处理的双过程模型，例如精细加工可能性模型（Lee 和 Johnson 2022；Masuda 等人 2022）。然而，对启发式-系统化模型（一种与精细加工可能性模型相比描述更广泛信息处理的双过程理论，参见 Eagly 和 Chaiken 1993）的关注较少。此外，未来的研究应通过整合现有理论来发展新理论，以更好地理解影响者营销现象。
4.2 Context 4.2 背景
The findings of the current study reveal that a large portion of research on SMIs' effect on followers' purchase intention has been conducted in developed markets, majorly focusing on the US. However, there is less research on emerging economies, where marketers increasingly use influencer marketing. With the rise in the middle-class population in emerging countries such as India and China, the power of influencers to persuade consumers is also becoming stronger. In addition, the growth of digital technologies in these emerging nations leads to an explosion of social media, e-commerce, and s-commerce, prompting companies to expand into these markets (FasterCapital 2023). As a result, marketers are leveraging influencers to reach the right audience. Future research has a broader scope to investigate the effectiveness of influencers in these nations. Therefore, we posit our next proposition as:
当前研究的结果表明，关于社交媒体影响者对粉丝购买意愿影响的研究大部分集中在发达市场，主要关注美国。然而，在营销人员越来越多地使用影响者营销的新兴经济体，相关研究却较少。随着印度和中国等新兴国家中产阶级人口的增加，影响者说服消费者的能力也在增强。此外，这些新兴国家数字技术的增长导致了社交媒体、电子商务和社交电商的爆炸式发展，促使公司拓展这些市场（FasterCapital 2023）。因此，营销人员正利用影响者来触达目标受众。未来研究有更广泛的范围来调查这些国家中影响者的有效性。因此，我们提出下一个命题：
Proposition 5.In emerging economies, the influencing power of social media influencers is becoming stronger due to the rapid rise of the middle-class population and increased adoption of digital technologies, thus positively affecting behavioral intentions.
命题 5. 在新兴经济体中，由于中产阶级人口的快速增长和数字技术的广泛采用，社交媒体影响者的影响力正在增强，从而对行为意愿产生积极影响。
Most of the studies have focused on fashion influencers, followed by beauty and lifestyle influencers. However, there is a rise in niche influencers, such as, mom influencers, finfluencers, petfluencers, virtual influencers, kidfluencers (Di Cioccio et al. 2024; Sands et al. 2022a, 2022b). It is notable for investigating the effect of these influencers on consumer behavior. Therefore, we posit our next proposition as:
大多数研究都集中在时尚影响者，其次是美妆和生活方式影响者。然而，利基影响者的数量正在上升，例如，妈妈影响者、金融影响者、宠物影响者、虚拟影响者和儿童影响者（Di Cioccio 等人，2024 年；Sands 等人，2022a，2022b）。值得注意的是，这些影响者对消费者行为的影响值得研究。因此，我们提出下一个命题：
Proposition 6.Niche influencers (e.g., mom influencers, finfluencers, virtual influencers, etc.) have a distinct and significant impact on consumer purchase intention due to their specialized content and highly targeted audience.
命题 6.利基影响者（例如，妈妈影响者、金融影响者、虚拟影响者等）由于其专业内容和高度精准的目标受众，对消费者购买意向具有独特且显著的影响。
Apart from these existing contexts, conducting research in different cultural contexts would be interesting; for instance, in individualist vs. collectivist culture, wherein individualist cultures, individuals make independent decisions regarding product purchases, whereas, in a collectivist culture, several other factors shape the process of consumer decision-making (Brooks et al. 2021). It would be interesting to notice a comparison between the two cultures, how the marketing outcomes of SMIs vary, and how the endorsement appeal of the influencers differs between the two cultural contexts. Therefore, we posit our next proposition as:
除了这些现有背景之外，在不同文化背景下进行研究会很有趣；例如，在个人主义与集体主义文化之间，在个人主义文化中，个人就产品购买做出独立决策，而在集体主义文化中，其他因素塑造了消费者决策过程（Brooks 等人 2021）。有趣的是，我们可以比较这两种文化，观察社交媒体影响者的营销成果如何变化，以及他们在两种文化背景下的代言吸引力有何不同。因此，我们提出下一个命题：
Proposition 7.The effectiveness of social media influencers' endorsement in driving consumer behavior varies across cultural contexts, such that individualistic cultures emphasize independent decision-making. In contrast, collectivist cultures rely on group norms and social influence in purchase decisions.
命题 7. 社交媒体影响者的背书在驱动消费者行为方面的有效性因文化背景而异，个人主义文化强调独立决策。相比之下，集体主义文化则依赖群体规范和社会影响来进行购买决策。
The influencer marketing literature is still in a very nascent stage in the B2B context. While strong evidence of SMIs is found in B2C settings, there is a shortage of academic literature focusing on B2B settings. Therefore, we call future researchers to explore the SMI literature in the B2B context.
影响者营销文献在 B2B 背景下仍处于非常初级的阶段。虽然 B2C 环境中发现了大量关于社交媒体影响者的有力证据，但针对 B2B 环境的学术文献却相对匮乏。因此，我们呼吁未来的研究者探索 B2B 环境下的社交媒体影响者文献。
4.3 Characteristics 4.3 特征
Based on our review, we proposed a framework integrating the antecedents, mediators, and moderators of existing research that affect the purchase intention (Figure 2). The framework represents variables that have been covered in the existing literature.
基于我们的综述，我们提出了一个整合现有研究中影响购买意向的前因变量、中介变量和调节变量的框架（图 2）。该框架涵盖了现有文献中已研究的变量。
Research on social media influencers has predominantly focused on specific platforms, particularly Instagram. However, other popular social media platforms such as YouTube, TikTok, and Snapchat remain underexplored despite their unique features and content formats. For instance, YouTube allows users to post both long videos and short videos through YouTube Shorts. In contrast, Instagram allows users to post pictures, interactive stories visible for 24 h, and short videos via Reels. Snapchat emphasizes stories, and TikTok is centered on short, engaging videos. Each platform's distinct content formats provide influencers with varied tools to engage with the audience. However, the effectiveness of influencer marketing is likely to vary across platforms and content formats due to these differences. Despite its significance, limited research has examined how these variations influence advertising effectiveness (Vrontis et al. 2021), leaving a critical gap in understanding the role of platform-specific and format-specific factors in influencer marketing and how these factors interact to provide unique insights into influencer marketing literature. Future researchers should also investigate content types such as different message appeals, such as humor, fear, and emotion, to examine their impact on behavioral outcomes. Therefore, we posit our next proposition as:
关于社交媒体影响者的研究主要集中于特定平台，尤其是 Instagram。然而，尽管 YouTube、TikTok 和 Snapchat 等流行的社交媒体平台具有独特的功能和内容格式，但它们仍被忽视。例如，YouTube 允许用户通过 YouTube Shorts 发布长视频和短视频。相比之下，Instagram 允许用户通过 Reels 发布图片、24 小时内可见的互动故事和短视频。Snapchat 强调故事，而 TikTok 则以短视频为核心。每个平台的独特内容格式为影响者提供了不同的与受众互动的工具。然而，由于这些差异，影响者营销的有效性可能在不同的平台和内容格式上有所不同。尽管其重要性不容忽视，但有限的研究考察了这些变化如何影响广告效果（Vrontis 等人，2021 年），导致在理解特定平台因素和特定格式因素在影响者营销中的作用方面存在关键空白，这些因素如何相互作用为影响者营销文献提供独特见解。 未来研究者还应该调查内容类型，例如不同的信息诉求，如幽默、恐惧和情感，以检验它们对行为结果的影响。因此，我们提出我们的下一个命题：
Proposition 8.The effectiveness of influencer marketing varies across social media platforms and content formats in driving consumer purchase intention due to the unique features of different social media platforms.
命题 8. 由于不同社交媒体平台具有独特的特征，网红营销在推动消费者购买意愿方面的有效性因社交媒体平台和内容格式而异。
Proposition 9.The effectiveness of social media influencers will vary across different message appeals (humor, emotion, informational, etc.) used in a social media post, with each appeal influencing behavioral outcomes differently, and consumer trustworthiness and perception will mediate the relationship.
命题 9. 社交媒体影响者的有效性会因社交媒体帖子中使用的不同信息诉求（如幽默、情感、信息等）而有所不同，每种诉求都会以不同的方式影响行为结果，而消费者信任度和认知会调节这种关系。
Furthermore, amidst the increasing global challenges such as climate change, social equity, and food security affecting the global population, it is imperative to understand and encourage sustainable consumption. We encourage future researchers to explore the effect of green influencers on sustainable consumption. Another exciting area of inquiry is the role of SMIs in influencing consumer consumption behavior. Lifestyle changes such as minimalism and anti-consumption (Pangarkar et al. 2021; Wilson and Bellezza 2022) are rising. Future studies should explore the role of SMIs in these consumer choices. Future research can also investigate how influencer marketing impacts prosocial consumption. Therefore, we posit our next proposition as:
此外，在全球面临气候变化、社会公平和粮食安全等日益严峻的挑战，影响全球人口的情况下，理解和鼓励可持续消费至关重要。我们鼓励未来研究者探索绿色影响者对可持续消费的影响。另一个令人兴奋的研究领域是社交媒体影响者在影响消费者消费行为方面的作用。极简主义和反消费等生活方式正在兴起（Pangarkar 等人，2021 年；Wilson 和 Bellezza，2022 年）。未来的研究应探讨社交媒体影响者在这些消费者选择中的作用。未来的研究还可以调查影响者营销如何影响亲社会消费。因此，我们提出下一个命题：
Proposition 10.Green influencers promote sustainable consumption by promoting environment-friendly practices and spreading awareness about increasing global challenges such as climate change, social equity, and food security.
命题 10. 绿色影响者通过推广环保行为和传播关于气候变化、社会公平和粮食安全等日益严峻的全球性挑战的意识，促进可持续消费。
Proposition 11.Social media influencers play an important role in promoting lifestyle changes such as minimalism and anti-consumption by shaping consumer attitudes and behavior through their content, and consumer environmental consciousness will moderate this relationship.
命题 11. 社交媒体影响者通过其内容塑造消费者态度和行为，在促进极简主义和反消费等生活方式改变方面发挥着重要作用，而消费者的环境意识将调节这种关系。
There is a growing body of literature focusing on artificial intelligence in marketing. AI can transform influencer marketing from identifying the right influencer to generating content to influence the consumers. Implementing AI in influencer marketing strategy will be beneficial for both businesses and influencers (Mouritzen et al. 2023). However, there is a shortage of studies focusing on the impact of AI implementation in influencer marketing on consumers. Considering the early stage of AI integration in influencer marketing, we encourage future researchers to explore AI implementation in this field and what are the ethical considerations of AI implementation and its effects on both influencers and consumers. Therefore, we posit our next proposition as:
在营销领域，关注人工智能的文献日益增多。人工智能能够将网红营销从识别合适的网红转变为生成影响消费者的内容。在网红营销策略中实施人工智能将有利于企业和网红（Mouritzen 等人，2023）。然而，关于人工智能在网红营销中实施对消费者影响的研究还比较缺乏。考虑到人工智能在网红营销中的整合尚处于早期阶段，我们鼓励未来的研究者探索该领域的人工智能实施情况，以及人工智能实施所涉及的伦理考量及其对网红和消费者的影响。因此，我们提出下一个命题：
Proposition 12.Artificial Intelligence can enhance influencer marketing effectiveness through content creation and optimizing influencer selection, thus resulting in increased consumer purchase intention.
命题 12. 人工智能可以通过内容创作和优化网红选择来增强网红营销效果，从而提高消费者的购买意愿。
4.4 Methodology 4.4 方法论
Our findings reveal that existing studies have adopted both quantitative as well as qualitative approaches. Quantitative studies focusing on survey methods and experiments have dominated the SMIs' purchase intention field. To advance the domain, we encourage future researchers to apply mixed method study and qualitative research methodologies such as in-depth interviews, netnography research, content analysis, critical discourse analysis, and focus group discussions. These approaches offer researchers flexibility and allow the use of the most suitable strategy to address research questions. They facilitate answering “what” and “why” questions while enabling a deeper exploration compared to relying solely on qualitative or quantitative methods (Ivankova et al. 2006). Through quantitative research, there is strong empirical evidence that SMIs influence the purchase intention of the followers. However, for the theoretical advancement of the domain, we encourage future researchers to focus on conceptual studies. Therefore, we posit our next proposition as:
我们的研究发现，现有研究采用了定量和定性两种方法。以调查方法和实验为主的定量研究在社交媒体影响者购买意愿领域占据主导地位。为推动该领域发展，我们鼓励未来研究者采用混合方法研究和定性研究方法，如深度访谈、网络民族志研究、内容分析、批判性话语分析和焦点小组讨论。这些方法为研究者提供了灵活性，并允许使用最合适的策略来回答研究问题。它们有助于回答“是什么”和“为什么”的问题，同时与仅依赖定性或定量方法相比，能够进行更深入的探索（Ivankova 等人 2006）。通过定量研究，有强有力的实证证据表明社交媒体影响者会影响追随者的购买意愿。然而，为了推动该领域的理论发展，我们鼓励未来研究者关注概念性研究。因此，我们提出下一个命题：
Proposition 13.Mixed method study and qualitative research hold significant potential to provide deeper insight into areas of research in influencer marketing that have remained unexplored.
命题 13. 混合方法研究和定性研究对于深入探索网红营销中尚未被充分研究的领域具有显著潜力。
Proposition 14.Conceptual studies hold significant potential for advancing the theoretical foundation of influencer marketing literature.
命题 14. 概念性研究对于推进网红营销文献的理论基础具有显著潜力。
We found no article focusing on a longitudinal study, even though it can provide more comprehensive knowledge about consumer attitudes and behavior toward the endorsement. Thus, we recommend that future researchers conduct longitudinal studies to test and validate whether the influence of SMIs on followers' purchase intention is stable in the long run. Moreover, longitudinal studies might explore whether the purchase intention of followers strengthens when they continuously interact with the SMI for a long-term period. Although several cross-sectional studies have revealed that SMIs positively affect followers' purchase intention, it would be interesting to see whether this effect builds a strong relationship between the brand and the follower. Furthermore, with the help of newer and more sophisticated tools in lab experiments, such as eye-tracking and facial recognition, future research can gain deeper insights related to influencer marketing effectiveness. Therefore, we posit our next proposition as:
我们发现没有文章专注于纵向研究，尽管纵向研究可以提供更全面的知识来了解消费者对代言的态度和行为。因此，我们建议未来的研究人员进行纵向研究，以检验和验证 SMI 对粉丝购买意愿的影响在长期内是否稳定。此外，纵向研究还可能探索当粉丝长期持续与 SMI 互动时，他们的购买意愿是否会增强。尽管一些横断面研究已经表明 SMI 对粉丝的购买意愿有积极影响，但有趣的是，这种影响是否建立了品牌与粉丝之间的紧密关系。此外，借助实验室实验中更新的、更复杂的工具，如眼动追踪和面部识别，未来的研究可以获得与网红营销效果相关的更深入的见解。因此，我们提出我们的下一个命题：
Proposition 15.The influence of social media influencers on followers' purchase intention is expected to grow over time as consistent interaction with influencers builds stronger trust and deeper brand connection.
命题 15. 随着与网红持续互动建立更深厚的信任和更紧密的品牌联系，社交媒体网红对粉丝购买意愿的影响预计会随着时间的推移而增强。
Proposition 16.The application of sophisticated experimental tools, such as eye-tracking and facial recognition, can provide deeper insight into influencer marketing by uncovering subconscious consumer responses to influencer content.
命题 16. 应用复杂的实验工具，如眼动追踪和面部识别，可以通过揭示消费者对网红内容的潜意识反应，为网红营销提供更深入的洞察。
5 Theoretical Implications
5 理论意义
The growing body of literature on influencer marketing and its impact on consumers' purchase intention motivates this systematic review. Our review highlights the key themes in existing research on influencer marketing and purchase intention while offering an organizing framework to assist future research. Our research advances theories on influencer marketing and guides the way for future research in the domain through a review of existing theories, contexts, characteristics, and methodologies.
关于网红营销及其对消费者购买意愿影响的文献日益增多，这促使我们进行系统性综述。我们的综述突出了现有网红营销与购买意愿研究中的关键主题，同时提供了一个组织框架以协助未来研究。通过回顾现有理论、背景、特征和方法，我们的研究推进了网红营销的理论，并为该领域的未来研究指明了方向。
In terms of theoretical implications, although there exist review articles on influencer marketing (e.g., Pradhan et al. 2023a; Tanwar et al. 2022; Vrontis et al. 2021), our review is the first systematic review providing an in-depth understanding of influencers' impact on followers purchase intention. Unlike previous reviews that primarily focused on broad aspects of influencer marketing, our systematic review uniquely delved into the nuanced relationships between social media influencers and consumer purchase intention.
在理论意义方面，尽管已有关于网红营销的综述文章（例如，Pradhan 等人 2023a；Tanwar 等人 2022；Vrontis 等人 2021），但我们的综述是首个系统性地提供深入理解网红对粉丝购买意愿影响的综述。与以往主要关注网红营销广泛方面的综述不同，我们的系统综述独特地深入探究了社交媒体网红与消费者购买意愿之间的微妙关系。
For instance, existing literature reviews have focused on influencer characteristics such as trustworthiness, attractiveness, and similarity, whereas our study identifies a parasocial relationship as a crucial predictor of consumer purchase intention toward influencer-endorsed products and provides a detailed understanding of how these factors interact (Masuda et al. 2022). Moreover, Pradhan et al. (2023a) highlighted the importance of understanding the outcome variables of influencer marketing, such as brand attitude and purchase intention. Our review addresses this need by identifying various factors studied in the field and elucidating how they drive consumer purchase intention, such as how different content formats and message appeals influence consumer intention toward influencer-endorsed products. This granular approach allows us to fill the gap in the existing literature.
例如，现有的文献综述主要关注网红的特质，如可信度、吸引力和相似性，而我们的研究将准社会关系识别为影响消费者购买意向的关键预测因素，并详细阐述了这些因素如何相互作用（Masuda 等人，2022）。此外，Pradhan 等人（2023a）强调了理解网红营销结果变量的重要性，如品牌态度和购买意向。我们的综述通过识别该领域研究的各种因素，并阐明它们如何驱动消费者购买意向来满足这一需求，例如不同内容格式和信息诉求如何影响消费者对网红推荐产品的购买意向。这种细致入微的方法使我们能够填补现有文献的空白。
We identified the various factors that have been studied in influencer marketing and how they drive consumer purchase intention. Thus, this highlights the growing literature in this domain. We also introduced an organizing framework (Figure 2) to guide future research. This framework provides a clear understanding of the relationship between key constructs and outlines a pathway through which one factor leads to another. Through this organizing framework, future researchers can identify the unexplored relationships and fill the gaps where research is scant.
我们识别了在网红营销中已被研究的各种因素及其如何驱动消费者的购买意愿。因此，这突显了该领域日益增长的文献。我们还介绍了一个组织框架（图 2），以指导未来的研究。该框架清晰地展示了关键构念之间的关系，并勾勒出从一个因素到另一个因素的路径。通过这个组织框架，未来的研究人员可以识别未探索的关系，并填补研究不足的空白。
Our review indicates that the research on SMIs' effect on followers' purchase intention has surged in the past 3 years. Thus, integrating the relevant literature is crucial for understanding previous studies and creating a base for research advancement. Furthermore, our findings provide important insights in terms of the research gap that provided fruitful future research avenues. Our review offers propositions encompassing theoretical frameworks, contextual applications, characteristics, and methodological approaches, which future researchers can develop into testable hypotheses. Our review also provides several research directions which future researchers can answer. The proposed research directions and the highlighted gaps ensure that future studies will build upon a solid theoretical base, thus advancing the field of influencer marketing. Based on the findings of our review, we call for more qualitative and mixed-method research in the area. Qualitative approaches, such as in-depth interviews and ethnographic studies, can provide a deeper understanding of the emotional and psychological factors influencing purchase intention. Researchers can also develop conceptual papers for the advancement of the domain. Furthermore, our review reveals that there is a need for cross-cultural studies. We recommend that researchers conduct such studies to understand the role of SMIs across different cultural contexts. Finally, the TCCM framework was used to identify the several theories, different contexts, characteristics, and methodologies used in the previous studies, which uncovers previously unidentified gaps. This framework generates insights into the extensive utilization of theories, contexts, characteristics (antecedents, mediators, and moderators) and methods and identifies areas that warrant additional research. This framework provides insights into the field and a roadmap for future studies. Our review is the first to use the TCCM framework in this context, offering a novel approach to understanding the field. Furthermore, this review presents a comprehensive descriptive analysis of various factors, including publication trends over the years, most cited articles, and top journals, providing meaningful insights into the domain.
我们的综述表明，过去 3 年间关于社交媒体影响者对粉丝购买意愿影响的研究激增。因此，整合相关文献对于理解以往研究并为研究进展奠定基础至关重要。此外，我们的研究结果在研究差距方面提供了重要见解，为未来研究开辟了富有成果的途径。我们的综述提出了涵盖理论框架、情境应用、特征和方法论方法等建议，未来研究者可以将其发展成可检验的假设。我们的综述还提供了若干研究方向，未来研究者可以据此进行回答。所提出的研究方向和强调的差距确保未来研究将建立在坚实的理论基础之上，从而推动影响者营销领域的发展。基于我们的综述结果，我们呼吁在该领域进行更多定性和混合方法研究。深度访谈和民族志研究等定性方法可以更深入地理解影响购买意愿的情感和心理因素。 研究人员还可以撰写概念性论文以推动该领域的发展。此外，我们的综述表明需要进行跨文化研究。我们建议研究人员开展此类研究，以了解社交媒体影响者在不同文化背景下的作用。最后，TCCM 框架被用于识别先前研究中使用的多种理论、不同背景、特征和方法，从而揭示了之前未识别的差距。该框架为理论的广泛利用、背景、特征（前因变量、中介变量和调节变量）和方法提供了见解，并确定了需要进一步研究的领域。该框架为该领域提供了见解，并为未来的研究提供了路线图。我们的综述是首次在该背景下使用 TCCM 框架，为理解该领域提供了一种新颖的方法。此外，本综述对各种因素进行了全面的描述性分析，包括多年的出版趋势、最受引用的文章和顶级期刊，为该领域提供了有意义的见解。
6 Practical Implications
6 实践意义
The influencer marketing industry is projected to grow to $24 billion by 2024 (Geyser 2024). A significant 60% of the influencer marketing agencies intend to increase their influencer marketing budget over 2024, and they have a strong preference for working with small influencers over big celebrities (Geyser 2024). The report also suggests that 63% of marketers plan to use AI as part of influencer campaign execution.
预计到 2024 年，网红营销行业将增长至 240 亿美元（Geyser 2024）。有重要 60%的网红营销机构计划在 2024 年增加其网红营销预算，并且他们更倾向于与小网红合作而非大明星（Geyser 2024）。报告还表明，63%的营销人员计划在网红活动中使用 AI。
Our systematic review advances academic understanding by synthesizing and categorizing the existing literature and also provides actionable insights for practitioners seeking to leverage influencer marketing more effectively. The synthesis of the current body of knowledge in our review provides an in-depth understanding of influencer marketing for practitioners.
我们的系统综述通过综合和分类现有文献，提升了学术理解，并为寻求更有效利用网红营销的从业者提供了可行的见解。我们综述中当前知识体系的综合，为从业者提供了对网红营销的深入理解。
The proposed framework explains how purchase intention is influenced by SMIs. Understanding the purchase intention of consumers is one of the key goals of any marketing strategy, as it enables marketers to predict sales, and this framework will assist practitioners in understanding the factors driving consumer purchase intention and making informed decisions. The framework highlights that “source credibility” is a key factor. This review suggests that followers' purchase intention is driven by credible SMIs who can build social connections with their followers. Therefore, brand marketers should prioritize working with credible influencers who can build strong social connections with their followers (Argyris et al. 2021; Sardar et al. 2024). Moreover, our review highlights the importance of parasocial relationships with the followers in driving higher purchase intention. Managers should prioritize selecting influencers who have established strong emotional connections with their audiences to effectively drive conversions. Brand managers should partner with influencers who demonstrate genuine enthusiasm and personal stories tied to the product, thereby tapping into emotional connections with followers.
所提出的框架解释了购买意愿如何受到社交媒体影响者（SMIs）的影响。理解消费者的购买意愿是任何营销策略的关键目标之一，因为它使营销人员能够预测销售额，而这个框架将帮助从业者了解驱动消费者购买意愿的因素并做出明智的决策。该框架强调“来源可信度”是一个关键因素。本综述表明，粉丝的购买意愿是由可信的社交媒体影响者驱动的，他们能够与粉丝建立社会联系。因此，品牌营销人员应优先与能够与粉丝建立强大社会联系的可靠影响者合作（Argyris 等人，2021 年；Sardar 等人，2024 年）。此外，我们的综述强调了与粉丝建立准社会关系对提高购买意愿的重要性。管理者应优先选择与受众建立了强大情感联系的影响者，以有效推动转化。 品牌经理应与那些展现出真诚热情并拥有与产品相关个人故事的网红合作，从而与粉丝建立情感联系。
The proposed framework explains how purchase intention is influenced by SMIs. Brand managers should strategically incorporate influencer marketing into their campaigns to effectively educate consumers and raise awareness about trending products in the market. Furthermore, since followers prefer to trust influencers who have strong congruence with the product, managers should collaborate with influencers who are a good fit for the endorsement (Janssen et al. 2022). For instance, a manager of the protein shake brand should work with a fitness influencer to endorse the brand.
所提出的框架解释了购买意愿如何受到社交媒体影响者（SMIs）的影响。品牌经理应战略性地将影响者营销融入其活动中，以有效地教育消费者并提高对市场流行产品的认知。此外，由于粉丝倾向于信任与产品高度契合的影响者，管理者应与适合代言的影响者合作（Janssen 等人，2022 年）。例如，蛋白粉品牌的经理应与健身影响者合作进行品牌代言。
Understanding the type of content the influencers post is also valuable for assessing their influence on consumer purchase intention. Content is a crucial element in an influencer's post. Managers should prioritize influencers who create authentic content aligned with the brand's core message and encourage influencers to post behind-the-scenes stories of them using the product, thus solidifying the brand's credibility and stimulating purchase intention. Managers need to adopt practices to monitor the content the influencer posts about their respective brands and strike a balance between brand control and influencer creativity.
了解网红发布的内容类型对于评估他们对消费者购买意愿的影响同样重要。内容是网红帖子中的一个关键要素。管理者应优先选择那些创作与品牌核心信息一致的真实内容的网红，并鼓励他们发布使用产品的幕后故事，从而巩固品牌的可信度并激发购买意愿。管理者需要采取措施来监控网红关于各自品牌发布的内容，并在品牌控制与网红创意之间取得平衡。
The findings of our study also highlight that the type of influencers significantly impacts purchase intention (Ren et al. 2023). Therefore, the managers should strategically choose influencers who align with the brand's promotional objectives. For example, when the focus of the campaign is to create awareness, the managers should utilize the mega influencers with a large follower base and extensive reach. In contrast, when the focus is driving sales, the managers should prioritize niche micro-influencers who cater to specific target audiences and foster deeper engagement. Moreover, brands targeting specific markets should prioritize micro-influencers or niche influencers who resonate deeply with the local or demographic culture rather than relying solely on generalized mega-influencers.
我们的研究结果还强调，网红类型会显著影响购买意愿（Ren 等人，2023）。因此，管理者应策略性地选择与品牌推广目标一致的网红。例如，当活动重点是创造认知度时，管理者应利用拥有庞大粉丝群和广泛影响力的超级网红。相反，当重点是推动销售时，管理者应优先考虑服务于特定目标受众并促进更深层次互动的利基微型网红。此外，针对特定市场的品牌应优先考虑与当地或人口文化深度共鸣的微型网红或利基网红，而不是完全依赖泛化的超级网红。
Managers should utilize the capabilities of AI to select the right influencer for their brand and measure the effectiveness of the endorsement using AI tools. The managers should use AI-enabled platforms to predict which influencers' followers are most likely to exhibit high purchase intentions based on past conversion data, sentiment analysis, and real-time social media trends. This review has enormous importance for managers as it summarizes the extant literature on the effect of SMIs on intention to purchase, helping them to identify how the influencers shape consumer outcomes. Based on the findings of this review, marketers can well design their influencer marketing strategies and use the appropriate influencer for the endorsement.
管理者应利用 AI 的能力为品牌选择合适的网红，并使用 AI 工具来衡量代言的效果。管理者应使用支持 AI 的平台，根据过去的转化数据、情感分析和实时社交媒体趋势，预测哪些网红的粉丝最有可能表现出较高的购买意愿。这项综述对管理者来说具有重要意义，因为它总结了关于社交媒体影响者对购买意愿影响的现有文献，帮助他们识别网红如何影响消费者结果。基于本综述的发现，营销人员可以很好地设计其网红营销策略，并选择合适的网红进行代言。
Apart from the implications for the managers, our review has implications for social media influencers. Regarding source credibility, the influencer needs to maintain their credibility in the eyes of the followers and marketers. Moreover, the influencers must maintain their authenticity in their posts and recommendations. Influencers should disclose the sponsorship intent of their social media posts to avoid misguiding their followers. SMIs should prioritize creating content that is valuable and relevant to their audience, ensuring it offers genuine insights that help the audience make informed purchase decisions. Additionally, influencers need to strike a balance between organic and sponsored posts, placing greater emphasis on the informational value of their content to influence consumer purchase intention effectively. Lastly, the influencers should avoid promoting similar products from multiple brands simultaneously to maximize their advertising impact.
除了对管理者的影响外，我们的综述对社会媒体影响者也有启示。关于来源可信度，影响者需要在粉丝和营销者眼中保持其可信度。此外，影响者必须在他们的帖子和建议中保持真实性。影响者应该披露其社交媒体帖子的赞助意图，以避免误导他们的粉丝。社交媒体影响者应该优先创建有价值且与其受众相关的內容，确保其提供真实的见解，帮助受众做出明智的购买决策。此外，影响者需要在原生内容和赞助内容之间取得平衡，更加重视其內容的信息价值，以有效影响消费者的购买意图。最后，影响者应避免同时推广多个品牌的类似产品，以最大化其广告影响。
7 Conclusion and Limitations
7 结论与局限性
This hybrid review consists of 76 articles, which were systematically selected using the SPAR-4-SLR protocol. A systematic review with the TCCM framework was used to analyze the existing literature. The review summarizes and discusses how SMIs influence the purchase intention of followers, providing a comprehensive understanding of the research undertaken in the domain and trying to identify several themes from past literature. Our analysis indicates several gaps in the knowledge that future researchers can further address. Over the past few years, the field of influencer marketing has been growing and advancing the domain knowledge, yet there are several gaps and potential research that can address the same. We identified several avenues for additional research based on our analysis, which may significantly advance the discipline. Going forward, we call for future researchers to comprehend the gaps in the literature and operationalize influencer marketing and purchase intention accordingly. Finally, this review is limited to the articles published in Scopus, EBSCO, Emerald, Wiley, and Taylor & Francis journals. A protocol was used to identify the sample from the relevant databases. The review only included the articles that qualified the source quality of minimum A rank in ABDC and 2 in ABS. However, this might overlook a few articles relevant to the study, as they are out of the study selection process. Book chapters, conference proceedings, and industry reports were excluded from the study. Moreover, the review might overlook a few conceptual articles or theoretical studies due to the stringent selection criteria. Future studies can include a more elaborate dataset for the review. Moreover, our study solely focuses on a systematic literature review. Future researchers are encouraged to conduct other types of reviews, such as scoping review, meta-analysis, or bibliometric review, among others, or can use a combination of two or more review types. Despite these limitations, the review provides a clear picture of the popular studies in the SMI domain.
这项混合型综述包含 76 篇文章，这些文章是使用 SPAR-4-SLR 协议系统选定的。采用 TCCM 框架进行的系统综述被用来分析现有文献。该综述总结了并讨论了社交媒体影响者如何影响追随者的购买意愿，提供了对该领域所进行研究的全面理解，并试图从过去文献中识别出几个主题。我们的分析表明，未来研究者可以进一步解决知识领域中的几个空白。在过去的几年里，影响者营销领域正在增长并推进领域知识，但仍然存在一些空白和潜在的研究可以解决相同的问题。根据我们的分析，我们确定了几个额外的研究方向，这些方向可能显著推动该学科的发展。向前看，我们呼吁未来研究者理解文献中的空白，并相应地实施影响者营销和购买意愿。最后，这项综述仅限于 Scopus、EBSCO、Emerald、Wiley 和 Taylor & Francis 期刊上发表的文章。 采用协议从相关数据库中识别样本。该综述仅包括在 ABDC 中达到最低 A 级源质量标准以及在 ABS 中达到 2 级标准的文章。然而，这可能会遗漏一些与研究相关但未通过选择过程的文章。研究排除了书籍章节、会议论文集和行业报告。此外，由于选择标准严格，综述可能会遗漏一些概念性文章或理论研究。未来的研究可以包括更详尽的数据库进行综述。此外，我们的研究仅限于系统性文献综述。鼓励未来的研究者开展其他类型的综述，如范围综述、元分析或文献计量综述等，或可以结合两种或多种综述类型。尽管存在这些局限性，该综述清晰地呈现了 SMI 领域热门研究的全貌。
Conflicts of Interest 利益冲突
The authors declare no conflicts of interest.
作者声明无利益冲突。
Appendix 1: Year-Wise Publication Output
附录 1：按年份的出版输出
Appendix 2: Major Journals in the Review
附录 2：综述中的主要期刊
Appendix 3: Thematic Coding Used to Identify Themes
附录 3：用于识别主题的主题编码
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