Mapping factors of success: A structured literature review on social media influencers’ business models

Christian, Zabel Mapping factors of success: A structured literature review on social media influencers’ business models. Journal of Creative Industries and Cultural Studies – JOCIS, 2024, vol. 11, pp. 84-139. [Journal article (Paginated)]

[thumbnail of Scientific article]
Preview
 Text (Scientific article)
JOCIS_11_Miolo_84-139.pdf - Published version
Available under License Creative Commons Attribution.
Download (988kB) | Preview

English abstract

Purpose: In 2023, influencer marketing will generate a global turnover of US$21.1 billion. Therefore, social media influencers (SMIs) represent a successful and relevant group of media entrepreneurs. Yet the study of SMIs’ economic activities has received relatively little academic attention. Therefore, this study reviews and conceptually represents the current state of knowledge on the business models of SMIs. Methodology: Structured literature review based on 57 peer-reviewed, English-language journals in the Scopus database between 2017-2022. The findings are organised according to Osterwalder and Pigneur’s nine-dimension business model concept, adapted to service-dominant logic aspects following Ojasalo & Ojasalo (2015). Findings/Contribution: SMIs generate value by offering community-oriented and commercial content, based on personal qualities (e.g. authenticity, credibility, expertise, attractiveness) and parasocial interactions with their users. SMIs’ key activities include content production, content distribution (increasingly on multiple platforms) and community management, but also collaboration processes (entering and executing cooperations, measuring success). Here, SMIs work in complex (co-)production settings, involving several stakeholders (brands, agencies, SMIs, users). The length and depth of cooperation varies significantly. They require mutual vetting and interactions at each stage of the process, incurring significant transaction costs. Compensation is often non-monetary (e.g. product samples). The role of monetary transfers increases with the SMI’s professionalism and reach. Due to the highly personalised nature of the value generation, the scalability of SMI business models is limited and their long-term viability seems uncertain. The study enlarges the understanding of media entrepreneurship within platform-based ecosystems by looking at complementors with limited resources and limited scaling ability. It also sheds light on digital business models from a service-dominant logic perspective (where resources are used in overlapping processes of value co-creation and exchange between actors) and allows to clearer understand success factors in SMI business models.

Item type: Journal article (Paginated)
Keywords: Influencer marketing; business models; service-dominant logic; complementors; co-creation; cooperation; coopetition.
Subjects: B. Information use and sociology of information > BJ. Communication
F. Management. > FJ. Knowledge management
L. Information technology and library technology > LB. Computer networking.
Depositing user: Dr. Nicoleta-Roxana Dinu
Date deposited: 15 Sep 2024 07:07
Last modified: 15 Sep 2024 07:07
URI: http://hdl.handle.net/10760/46045

References

Abhishek, & Srivastava, M. (2021). Mapping the influence of influencer

marketing: A bibliometric analysis. Marketing Intelligence & Planning,

39(7), 979–1003. https://doi.org/10.1108/MIP-03- 2021-0085

Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands

and #OOTD advertorial campaigns on Instagram. Media International

Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177

Achtenhagen, L. (2017). Media Entrepreneurship—Taking Stock and Moving

Forward. International Journal on Media Management, 19(1), 1–10. https://

doi.org/10.1080/14241277.2017.1298941

Akdevelioglu, D., & Kara, S. (2020). An international investigation of opinion

leadership and social media. Journal of Research in Interactive Marketing,

14(1), 71–88. https://doi.org/10.1108/JRIM-11-2018-0155

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., &

Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: Attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374.https://doi.org/10.1108/RIBS-07-2020-0089

Amit, R., & Zott, C. (2001). Value creation in E-business. Strategic Management

Journal, 22(6–7), 493– 520. https://doi.org/10.1002/smj.187

Araujo, T., Neijens, P., & Vliegenthart, R. (2017). Getting the word out on Twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for brands. International Journal of Advertising, 36(3),

496–513. https://doi.org/10.1080/02650487.2016.1173765

Archer, C., & Harrigan, P. (2016). Show me the money: How bloggers as

stakeholders are challenging theories of relationship building in public

relations. Media International Australia, 160(1), 67–77. https://doi.

org/10.1177/1329878X16651139

Asan, K. (2021). Measuring the impacts of travel influencers on bicycle travellers. Current Issues in Tourism, 1–17. https://doi.org/10.1080/13683500.

2021.1914004

Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under

threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569.https://doi.org/10.1016/j.

jbusres.2018.07.008

Aw, E. C.-X., & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers:

The role of self-discrepancy. Journal of Business Research, 132, 146–157.

https://doi.org/10.1016/j.jbusres.2021.04.025

Backaler, J. (2018). Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business. Palgrave Macmillan. https://doi.

org/10.1007/978-3-319-78396-3

Backaler, J. (2019). Digital influence: The rise of modern-day influencer marketing and key implications for global business leaders. Journal of Digital and

Social Media Marketing, 7(1), 44–52.

Bamakan, S. M. H., Nurgaliev, I., & Qu, Q. (2019). Opinion leader detection: A

methodological review. Expert Systems with Applications, 115, 200–222.

https://doi.org/10.1016/j.eswa.2018.07.069

Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes

and behavioral responses toward the influencer. Journal of Retailing and

Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102585

Bengtsson, M., Raza-Ullah, T., & Vanyushyn, V. (2016). The coopetition paradox and tension: The moderating role of coopetition capability. Industrial

Marketing Management, 53, 19–30. https://doi.org/10.1016/j.indmarman.2015.11.008

Bentley, K., Chu, C., Nistor, C., Pehlivan, E., & Yalcin, T. (2021). Social media

engagement for global influencers. Journal of Global Marketing, 34(3),

205–219. https://doi.org/10.1080/08911762.2021.1895403

Bharti, M. (2021). E-business Through Social Media: An Instagram Page Attribute-Conversion Model in Context of Fashion Apparel Industry. Global

Business Review. https://doi.org/10.1177/09721509211038832

Biaudet, S. (2017). Influencer Marketing as a Marketing Tool: The process of

creating an Influencer Marketing Campaign on Instagram. Yrkeshögskolan Arcada.

Boerman, S. C. (2020). The effects of the standardized instagram disclosure

for micro- and meso- influencers. Computers in Human Behavior, 103,

199–207. https://doi.org/10.1016/j.chb.2019.09.015

Borchers, N. S., & Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and

controlling routines. Public Relations Review, 47(3), https://doi.org/10.1016/j.

pubrev.2021.102041

Brocke, J., Simons, A., Niehaves, B., Niehaves, B., Reimer, K., Plattfaut, R., &

Cleven, A. (2009). Reconstructing the giant: On the importance of rigour in

documenting the literature search process. ECIS 2009 Proceedings. https://

aisel.aisnet.org/ecis2009/161

Brooks, G., Drenten, J., & Piskorski, M. J. (2021). Influencer Celebrification:

How Social Media Influencers Acquire Celebrity Capital. Journal of Advertising. https://doi.org/10.1080/00913367.2021.1977737

Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional

components underlying influencer marketing. Business Horizons, 63(4),

469–479. https://doi.org/10.1016/j.bushor.2020.03.003

Cardwell, L. A., Williams, S., & Pyle, A. (2017). Corporate public relations dynamics: Internal vs. external stakeholders and the role of the practitioner. Public

Relations Review, 43(1), 152–162. https://doi.org/10.1016/j.pubrev.2016.11.004

Casais, B., & Gomes, L. R. (2021). Fashion bloggers’ discourse on brands under

corporate crisis: A netnographic research in Portugal. Journal of Fashion

Marketing and Management: An International Journal, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JFMM-09-2020-0206

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of

Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005

Castillo-Abdul, B., Romero-Rodríguez, L. M., & Balseca, J. (2021). Hola Followers!

Content Analysis of YouTube Channels of Female Fashion Influencers in Spain

and Ecuador. SAGE Open, 11(4). https://doi.org/10.1177/21582440211056609

Cenamor, J. (2021). Complementor competitive advantage: A framework for

strategic decisions. Journal of Business Research, 122, 335–343. https://doi.

org/10.1016/j.jbusres.2020.09.016

Childers, C., & Boatwright, B. (2021). Do Digital Natives Recognize Digital

Influence? Generational Differences and Understanding of Social Media

Influencers. Journal of Current Issues and Research inAdvertising, 42(4),

425–442. https://doi.org/10.1080/10641734.2020.1830893

Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #Sponsored #Ad: Agency

Perspective on Influencer Marketing Campaigns. Journal of Current Issues

& Research in Advertising, 40(3), 258–274. https://doi.org/10.1080/10641

734.2018.1521113

Cooper, H. M. (1988). Organizing knowledge syntheses: A taxonomy of literature reviews. Knowledge in Society, 1(1), 104–126. https://doi.org/10.1007/

BF03177550

Crick, J. M., & Crick, D. (2021). The dark-side of coopetition: Influences on the

paradoxical forces of cooperativeness and competitiveness across product-market strategies. Journal of Business Research, 122, 226–240. https://

doi.org/10.1016/j.jbusres.2020.08.065

Cruz, F. (2018, August 2). Social Networks that Embrace Creators Are Winning,

and Why Blogs Aren’t Going Anywhere. http://www.tapinfluence.com/

social-networks-and-creators/

Davies, C., & Hobbs, M. (2020). Irresistible possibilities: Examining the uses and

consequences of social media influencers for contemporary public relations.

Public Relations Review, 46(5). https://doi.org/10.1016/j.pubrev.2020.101983

De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an Advertising Disclosure Alerts Young Adolescents to Sponsored Vlogs: The Moderating Role

of a Peer-Based Advertising Literacy Intervention through an Informational Vlog. Journal of Advertising, 47(4), 309–325. https://doi.org/10.108

0/00913367.2018.1539363

De Jans, S., & Hudders, L. (2020). Disclosure of Vlog Advertising Targeted to

Children. Journal of Interactive Marketing, 52, 1–19.https://doi.org/10.1016/j.

intmar.2020.03.003

De Jans, S., Van de Sompel, D., De Veirman, M., & Hudders, L. (2020). #Sponsored! How the recognition of sponsoring on Instagram posts affects

adolescents’ brand evaluations through source evaluations. Computers in

Human Behavior, 109. https://doi.org/10.1016/j.chb.2020.106342

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through

Instagram influencers: The impact of number of followers and product

divergence on brand attitude. International Journal of Advertising, 36(5),

798–828. https://doi.org/10.1080/02650487.2017.1348035

De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What Is Influencer

Marketing and How Does It Target Children? A Review and Direction

for Future Research. Frontiers in Psychology, 10. https://doi.org/10.3389/

fpsyg.2019.02685

Dekavalla, M. (2020). Gaining trust: The articulation of transparency by You

Tube fashion and beauty content creators. Media, Culture and Society,

42(1), 75–92. https://doi.org/10.1177/0163443719846613

Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social

media influencers: Effects of followers’ awareness of paid endorsement.

Public Relations Review, 45(3). https://doi.org/10.1016/j.pubrev.2019.03.002

Enke, N., & Borchers, N. S. (2018). Von den Zielen zur Umsetzung: Planung,

Organisation und Evaluation von Influencer-Kommunikation. In A. Schach

& T. Lommatzsch (Eds.), Influencer Relations (pp. 177–200). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-21188-2_12

Enke, N., & Borchers, N. S. (2019). Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer

Communication. International Journal of Strategic Communication, 13(4),

261–277. https://doi.org/10.1080/1553118X.2019.1620234

Erz, A., & Heeris Christensen, A.-B. (2018). Transforming Consumers Into

Brands: Tracing Transformation Processes of the Practice of Blogging.

Journal of Interactive Marketing, 43, 69– 82. https://doi.org/10.1016/j.

intmar.2017.12.002

Farouq, J., & Schögel, M. (2018). Mass Reach or Mass Impact? A Taxonomy of

Influencer Cooperations. St. Gallen Marketing Review, 2, 40–48.

Femenia-Serra, F., Gretzel, U., & Alzua-Sorzabal, A. (2022). Instagram travel influencers in #quarantine: Communicative practices and roles during COVID-19.

Tourism Management, 89. https://doi.org/10.1016/j.tourman.2021.104454

Feng, Y., Chen, H., & Kong, Q. (2021). An expert with whom i can identify: The

role of narratives in influencer marketing. International Journal of Advertising, 40(7), 972–993. https://doi.org/10.1080/02650487.2020.1824751

Filipa Couto, A., & Quelhas de Brito, P. (2020). Tactical Approaches to Disclose

Influencers’ Advertising Partners. Smart Innovation, Systems and Technologies, 167, 88–100. https://doi.org/10.1007/978-981-15-1564-4_10

Foss, N. J., & Saebi, T. (2017). Fifteen Years of Research on Business Model Innovation: How Far Have We Come, and Where Should We Go? Journal of

Management, 43(1), 200–227.https://doi.org/10.1177/0149206316675927

Frier, S. (2020). No filter: The inside story of Instagram. Simon & Schuster.

Gaenssle, S., & Budzinski, O. (2021). Stars in social media: New light through

old windows? Journal of Media Business Studies, 18(2), 79–105. https://doi.

org/10.1080/16522354.2020.1738694

García-Rapp, F. (2017). Popularity markers on YouTube’s attention economy:

The case of Bubzbeauty. Celebrity Studies, 8(2), 228–245. https://doi.org/1

0.1080/19392397.2016.1242430

Gassmann, O., Frankenberger, K., & Csik, M. (2014). The business model navigator: 55 models that will revolutionise your business. Pearson Education

Limited.

Gerrath, M. H. E. E., & Usrey, B. (2021). The impact of influencer motives and

commonness perceptions on follower reactions toward incentivized reviews.

International Journal of Research in Marketing, 38(3), 531–548. https://doi.

org/10.1016/j.ijresmar.2020.09.010

Goldenberg, J., Han, S., Lehmann, D. R., & Hong, J. W. (2009). The Role of

Hubs in the Adoption Process. Journal of Marketing, 73(2), 1–13. https://

doi.org/10.1509/jmkg.73.2.1

Gräve, J.-F. (2019). What KPIs Are Key? Evaluating Performance Metrics

for Social Media Influencers. Social Media + Society, 5(3). https://doi.

org/10.1177/2056305119865475

Gräve, J.-F., & Bartsch, F. (2021). #Instafame: Exploring the endorsement

effectiveness of influencers compared to celebrities. International Journal

of Advertising, 41(4), 1–31. https://doi.org/10.1080/02650487.2021.1987041

Gross, J., & von Wangenheim, F. (2018). The Big Four of Influencer Marketing.

A Typology of Influencers. St. Gallen Marketing Review, 2, 30–38.

Guiñez-Cabrera, N., & Aqueveque, C. (2021). Entrepreneurial influencers and

influential entrepreneurs: Two sides of the same coin. International Journal

of Entrepreneurial Behavior & Research, ahead-of-print(ahead-of-print).

https://doi.org/10.1108/IJEBR-08-2020-0563

Haefliger, S., Monteiro, E., Foray, D., & von Krogh, G. (2011). Social Software and

Strategy. Long Range Planning, 44(5–6), 297–316. https://doi.org/10.1016/j.

lrp.2011.08.001

Haenlein, M. (n.d.). Navigating the New Era of Influencer Marketing: How to be

Successful on Instagram, TikTok, & Co. California Management Review.

https://doi.org/10.1177/0008125620958166

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte,

D. (2020). Navigating the New Era of Influencer Marketing: How to be

Successful on Instagram, TikTok, & Co. California Management Review,

63(1), 5–25. https://doi.org/10.1177/0008125620958166

Hamdan, L., & Lee, S. H. (Mark). (2021). Brand balance: The effect of influencer brand encroachment on interactivity. International Journal of Retail

& Distribution Management, ahead-of- print(ahead-of-print). https://doi.

org/10.1108/IJRDM-07-2020-0283

Han, H., Yi, J., Jun, S., & Ahn, S. (2020). How do followers infer the motives

behind an influencer’s advertising disclosures? Asia Pacific Journal of

Marketing and Logistics, 33(5), 1159–1174. https://doi.org/10.1108/APJML06-2019-0397

Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers,

U. (2021). Identifying influencers on social media. International Journal of Information Management, 56. https://doi.org/10.1016/j.ijinfomgt.2020.102246

Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product

choice. PLOS ONE, 16(3). https://doi.org/10.1371/journal.pone.0249286

Helfat, C. E., & Raubitschek, R. (2018). Dynamic and Integrative Capabilities

for Profiting From Innovation in Digital Platform-Based Ecosystems. SSRN

Electronic Journal. https://doi.org/10.2139/ssrn.3122046

Hennig-Thurau, T., & Houston, M. B. (2018). Entertainment Science: Data

Analytics and Practical Theory for Movies, Games, Books, and Music.

Springer Berlin Heidelberg.

Herrmann, T. (2018). Influencer Marketing im Schweizer FMCG-Markt. St.

Gallen Marketing Review, 2, 22–30.

Hesmondhalgh, D. (2002). The cultural industries. SAGE.

Hess, J. (2021). Strukturierte Literaturrecherche – ein Rahmenkonzept. In J.

Hess (Ed.), Regionale Erfolgsfaktoren entlang des Gründungsprozesses:

Arten und Einfluss regionaler Erfolgsfaktoren im Start-up-Prozess (pp.

125–139). Springer Gabler. https://doi.org/10.1007/978-3-658-34702-4_7

Horst, S.-O., & Hitters, E. (2020). Digital Media Entrepreneurship: Implications for Strategic Identity Work and Knowledge Sharing of Beginning

Entrepreneurs. Nordic Journal of Media Management, 1(1), 23-44 Pages.

https://doi.org/10.5278/NJMM.2597-0445.3612

Horst, S.-O., Järventie-Thesleff, R., & Perez-Latre, F. J. (2020). Entrepreneurial identity development through digital media. Journal of Media Business Studies, 17(2), 87–112. https://doi.org/10.1080/16522354.2019.1689767

Horst, S.-O., & Murschetz, P. C. (2019). Strategic Media Entrepreneurship:

Theory Development and Problematization. Journal of Media Management

and Entrepreneurship, 1(1), 1–26. https://doi.org/10.4018/JMME.2019010101

Hudders, L., De Jans, S., & De Veirman, M. (2020). The commercialization of

social media stars: A literature review and conceptual framework on the

strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925

Hudders, L., Lou, C., & de Brabandere, M. (2021). Understanding the impact of

influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts. International Journal of Advertising.

https://doi.org/10.1080/02650487.2021.1963554

Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement

Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing, 83(5), 78–96. https://doi.

org/10.1177/0022242919854374

Influencer Marketing Hub. (2023). The State of Influencer Marketing

2023: Benchmark Report. Influencer Marketing Hub. https://influencermarketinghub.com/influencer-marketing-benchmark-report/#toc-0

Influencer Marketing Hub. (2021). Influencer Marketing Benchmark Report

2021. Influencer Marketing Hub. https://influencermarketinghub.com/

influencer-marketing-benchmark-report-2021/

Iqani, M. (2021). Brand and influencer strategies in social media marketing of

luxury brands in African cities. Journal of Design, Business & Society, 7(1),

105–121. https://doi.org/10.1386/dbs_00022_1

Jacobson, J., & Harrison, B. (2021). Sustainable fashion social media influencers and content creation calibration. International Journal of

Advertising, 41(1), 1–28. https://doi.org/10.1080/02650487.2021.2000125

Jensen, A. B. (2014). Do we need one business model definition? Journal of

Business Models, Vol 1 No 1 (2013): Inaugural issue. https://doi.org/10.5278/

OJS.JBM.V1I1.705

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of

Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567–579.

https://doi.org/10.1108/MIP-09- 2018-0375

Jin, S. V., & Ryu, E. (2020). Instagram fashionistas, luxury visual image strategies and vanity. Journal of Product and Brand Management, 29(3), 355–368.

https://doi.org/10.1108/JPBM-08-2018-1987

Jones, A. R., & Lee, S.-E. (2021). Factors Influencing Engagement in Fashion

Brands’ Instagram Posts. Fashion Practice, 14(1), 99-123. https://doi.org/10.

1080/17569370.2021.1938820

Jorge, A., Marôpo, L., & Nunes, T. (2018). ‘I am not being sponsored to say this’:

A teen youtuber and her audience negotiate branded content. Observatorio (OBS*), zu ermittlen(zu ermitteln), 76–96. https://doi.org/10.15847/

obsOBS0001382

Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand

Management, 29(6), 803–814. https://doi.org/10.1108/JPBM-02-2019-2280

Jung, N., & Im, S. (2021). The mechanism of social media marketing: Influencer characteristics, consumer empathy, immersion, and sponsorship

disclosure. International Journal of Advertising, 40(8). https://doi.org/10.

1080/02650487.2021.1991107

Kapoor, P. S., Balaji, M. S., Jiang, Y., & Jebarajakirthy, C. (2021). Effectiveness

of Travel Social Media Influencers: A Case of Eco-Friendly Hotels. Journal of Travel Research, 61(5). https://doi.org/10.1177/00472875211019469

Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact

of macro and micro social media influencers’ disclosure. Journal of

Marketing Management, 36(3–4), 248–278. https://doi.org/10.1080/0267

257X.2020.1718740

Kelleher, C., N. Wilson, H., Macdonald, E. K., & Peppard, J. (2019). The Score

Is Not the Music: Integrating Experience and Practice Perspectives on

Value Co-Creation in Collective Consumption Contexts. Journal of Service

Research, 22(2), 120–138. https://doi.org/10.1177/1094670519827384

Khajeheian, D. (2013). New Venture Creation in Social Media Platform; Towards

a Framework for Media Entrepreneurship. In M. Friedrichsen & W. Mühl-Benninghaus (Eds.), Handbook of Social Media Management (pp. 125–142).

Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642- 28897-5_8

Khajeheian, D. (2021). Platform Entrepreneurship. Nordic Journal of Media

Management, 1(4). https://journals.aau.dk/index.php/NJMM/article/

view/6716

Kim, D. (2021). Racialized beauty, visibility, and empowerment: Asian American women influencers on Youtube. Information Communication

and Society, 26(6). https://doi.org/10.1080/1369118X.2021.1994626

Kim, D. Y., & Kim, H.-Y. (2021a). Trust me, trust me not: A nuanced view of

influencer marketing on social media. Journal of Business Research, 134,

223–232. https://doi.org/10.1016/j.jbusres.2021.05.024

Kim, D. Y., & Kim, H.-Y. (2021b). Influencer advertising on social media: The

multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130, 405–415. https://doi.

org/10.1016/j.jbusres.2020.02.020

Kim, E., Duffy, M., & Thorson, E. (2021). Under the Influence: Social Media

Influencers’ Impact on Response to Corporate Reputation Advertising.

Journal of Advertising, 50(2), 119–138. https://doi.org/10.1080/00913367

.2020.1868026

Kleebinder, H.-P. (2018). Mobility Industry goes Influencer Marketing. St.

Gallen Marketing Review, 2, 58–65.

Koay, K. Y., Cheung, M. L., Soh, P. C.-H., & Teoh, C. W. (2021). Social media

influencer marketing: The moderating role of materialism. European

Business Review, ahead-of-print(ahead-of-print). https://doi.org/10.1108/

EBR-02-2021-0032

Kristensen, L. B. K. (2021). Leveraging Blogger Influence in the Launch of Storytel. Publishing Research Quarterly, 37(2), 183–199. https://doi.org/10.1007/

s12109-021-09803-y

Krywalski Santiago, J., & Moreira Castelo, I. (2020). Digital influencers: An

exploratory study of influencer marketing campaign process on instagram.

Online Journal of Applied Knowledge Management, 8(2), 31–52. https://doi.

org/10.36965/OJAKM.2020.8(2)31-52

Kulkov, I., Barner-Rasmussen, W., Ivanova-Gongne, M., Tsvetkova, A., Hellström, M., & Wikström, K. (2020). Innovations in veterinary markets: Opinion leaders’ social capital. Journal of Business and Industrial Marketing,

36(13), 1–14. https://doi.org/10.1108/JBIM-02-2020-0098

Kunath, G., Pico, M., & Hofstetter, R. (2018). Erfolgreiches Influencer-Marketing. St. Gallen Marketing Review, 2, 14–21.

Kunz, R. E., Roth, A., & Santomier, J. P. (2021). A perspective on value co-creation processes in eSports service ecosystems. Sport, Business and Management: An International Journal, ahead-of-print(ahead-of-print). https://

doi.org/10.1108/SBM-03-2021-0039

Kwiatek, P., Baltezarević, R., & Papakonstantinidis, S. (2021). The impact of

credibility of influencers recommendations on social media on consumers behavior towards brands. Informatologia, 54(3–4), 181–196. https://

doi.org/10.32914/i.54.3-4.5

Lambert, S. (2015). The Importance of Classification to Business Model Research.

Journal of Business Models, 3(1). https://doi.org/10.5278/OJS.JBM.V3I1.1045

Lawson, C. E. (2021). Skin deep: Callout strategies, influencers, and racism

in the online beauty community. New Media and Society, 23(3), 596–612.

https://doi.org/10.1177/1461444820904697

Lee, J. K. (2021). The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value

moderated by sports influencer credibility. Cogent Business & Management,

8(1), 1–22. https://doi.org/10.1080/23311975.2021.1957073

Lee, P.-Y., Koseoglu, M. A., Qi, L., Liu, E.-C., & King, B. (2021). The sway of influencer marketing: Evidence from a restaurant group. International Journal

of Hospitality Management, 98.https://doi.org/10.1016/j.ijhm.2021.103022

Lee, S. S., Chen, H., & Lee, Y.-H. (2021). How endorser-product congruity and

self-expressiveness affect Instagram micro-celebrities’ native advertising

effectiveness. Journal of Product & Brand Management, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JPBM-02-2020-2757

Lee, Y. W., Moon, H.-C., & Yin, W. (2020). Innovation process in the business

ecosystem: The four cooperations practices in the media platform. Business Process Management Journal, 26(4), 943–971. https://doi.org/10.1108/

BPMJ-11-2019-0473

Leitch, C. M., & Harrison, R. T. (2016). Identity, identity formation and identity work in entrepreneurship: Conceptual developments and empirical

applications. Entrepreneurship & Regional Development, 28(3–4), 177–190.

https://doi.org/10.1080/08985626.2016.1155740

Leroi-Werelds, S., Streukens, S., Brady, M. K., & Swinnen, G. (2014). Assessing

the value of commonly used methods for measuring customer value: A

multi-setting empirical study. Journal of the Academy of Marketing Science,

42(4), 430–451. https://doi.org/10.1007/s11747-013-0363-4

Lewis, R. (2020). “This Is What the News Won’t Show You”: YouTube Creators

and the Reactionary Politics of Micro-celebrity. Television and New Media,

21(2), 201–217. https://doi.org/10.1177/1527476419879919

Li, F., & Du, T. C. (2017). Maximizing micro-blog influence in online promotion. Expert Systems with Applications, 70, 52–66. https://doi.org/10.1016/j.

eswa.2016.10.060

Li, J., & Zhao, W. (2021). Effect analysis of TikTok gourmet bloggers’ videos for

social media marketing. 2021 16th International Conference on Computer

Science & Education (ICCSE) (pp. 121-124). IEEE. https://doi.org/10.1109/

ICCSE51940.2021.9569636

Lin, H.-C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to

promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431–442. https://doi.org/10.1016/j.bushor.2018.01.010

López, M., Sicilia, M., & Verlegh, P. W. J. (2021). How to motivate opinion leaders to spread e-WoM on social media: Monetary vs non-monetary incentives. Journal of Research in Interactive Marketing, ahead-of-print(aheadof-print). https://doi.org/10.1108/JRIM-03-2020-0059

Lou, C., Ma, W., & Feng, Y. (2020). A Sponsorship Disclosure is Not Enough?

How Advertising Literacy Intervention Affects Consumer Reactions to Sponsored Influencer Posts. Journal of Promotion Management, 27(2), 278–305.

https://doi.org/10.1080/10496491.2020.1829771

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and

Credibility Affect Consumer Trust of Branded Content on Social Media.

Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/1

5252019.2018.1533501

Luoma-aho, V., Pirttimäki, T., Maity, D., Munnukka, J., & Reinikainen, H. (2019).

Primed Authenticity: How Priming Impacts Authenticity Perception of

Social Media Influencers. International Journal of Strategic Communication, 13(4), 352–365. https://doi.org/10.1080/1553118X.2019.1617716

Marcelo, C., Dr., & Marcelo, P. (2021). Educational influencers on Twitter.

Analysis of hashtags and relationship structure. Comunicar, 29(68), 1–10.

https://doi.org/10.3916/C68-2021-06

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on

purchase intentions in social media influencer marketing: Mediating roles

of characterizations. Technological Forecasting and Social Change, 174.

https://doi.org/10.1016/j.techfore.2021.121246

Mileros, M., Lakemond, N., & Forchheimer, R. (2019). Towards a Taxonomy

of E-Commerce: Characterizing Content Creator-based Business Models.

Technology Innovation Management Review, 9(10), 62–74. https://doi.

org/10.22215/timreview/1276

Möller, F., Stachon, M., Azkan, C., Schoormann, T., & Otto, B. (2021). Designing business model taxonomies – synthesis and guidance from information systems research. Electronic Markets, 32. https://doi.org/10.1007/

s12525-021-00507-x

Morais, D., Hemme, F., & Reyes, C. (2021). Tap ‘Follow’ #FitFam: A process of

social media microcelebrity. Qualitative Research in Sport, Exercise and

Health, 14(2). https://doi.org/10.1080/2159676X.2021.1904441

Muda, M., & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The

impact of UGC source credibility on eWOM and purchase intention.

Journal of Research in Interactive Marketing, 15(3), 441–459. https://doi.

org/10.1108/JRIM-04-2020-0072

Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social

media influencer (SMI) power influence consumer brand attitudes? The

mediating role of perceived SMI credibility. Digital Business, 1(2). https://

doi.org/10.1016/j.digbus.2021.100008

Nascimento, T. C. D., Campos, R. D., & Suarez, M. (2020). Experimenting,

partnering and bonding: A framework for the digital influencer-brand

endorsement relationship. Journal of Marketing Management, 36(11-

12) 1009–1030. https://doi.org/10.1080/0267257X.2020.1791933

Navarro, C., Moreno, A., Molleda, J. C., Khalil, N., & Verhoeven, P. (2020). The challenge of new gatekeepers for public relations. A comparative analysis of the role

of social media influencers for European and Latin American professionals.

Public Relations Review, 46(2). https://doi.org/10.1016/j.pubrev.2020.101881

Ojasalo, J., & Ojasalo, K. (2015). Adapting business model thinking to service

logic: An empirical study on developing a service design tool. In J. Gummerus

& K. von Kroskull (Eds.), The Nordic School – Service Marketing and Management for the Future (pp. 309–333). Hanken.

Osterwalder, A., Pigneur, Y., & Clark, T. (2010). Business model generation: A

handbook for visionaries, game changers, and challengers. Wiley

Ouvrein, G., Pabian, S., Giles, D., Hudders, L., & De Backer, C. (2021). The web

of influencers. A marketing-audience classification of (potential) social

media influencers. Journal of Marketing Management, 37(13–14), 1313–

1342. https://doi.org/10.1080/0267257X.2021.1912142

Pang, A., Yingzhi Tan, E., Song-Qi Lim, R., Yue-Ming Kwan, T., & Bhardwaj

Lakhanpal, P. (2016). Building effective relations with social media influencers in Singapore. Media Asia, 43(1), 56–68. https://doi.org/10.1080/01

296612.2016.1177962

Paramita, W., & Septianto, F. (2021). The benefits and pitfalls of humblebragging in social media advertising: The moderating role of the celebrity versus

influencer. International Journal of Advertising, 40(8), 1294–1319. https://

doi.org/10.1080/02650487.2021.1981589

Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., & Seo, Y. (2021). David and Goliath:

When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers. Journal of Advertising, 50(5). https://doi.org/10.1080/0091336

7.2021.1980470

Petrescu, M., O’Leary, K., Goldring, D., & Ben Mrad, S. (2018). Incentivized reviews:

Promising the moon for a few stars. Journal of Retailing and Consumer

Services, 41, 288–295. https://doi.org/10.1016/j.jretconser.2017.04.005

Piehler, R., Schade, M., Sinnig, J., & Burmann, C. (2021). Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing. Journal of Strategic Marketing, 30(4), 408–420. https://doi.org/10.10

80/0965254X.2021.1909107

Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical

review of five decades’ evidence. Journal of Applied Social Psychology,

34(2), 243–281.

Pornsrimate, K., & Khamwon, A. (2021). How to convert Millennial consumers

to brand evangelists through social media micro-influencers. Innovative

Marketing, 17(2), 18–32. https://doi.org/10.21511/im.17(2).2021.03

Postigo, H. (2016). The socio-technical architecture of digital labor: Converting play into YouTube money. New Media & Society, 18(2), 332–349. https://

doi.org/10.1177/1461444814541527

Quelhas-Brito, P., Brandão, A., Gadekar, M., & Castelo-Branco, S. (2020). Diffusing fashion information by social media fashion influencers: Understanding antecedents and consequences. Journal of Fashion Marketing and

Management, 24(2), 137–152. https://doi.org/10.1108/JFMM- 09-2019-0214

Radvan, M. (2021). Taxation of Instagram Influencers. Studia Iuridica Lublinensia, 30(2), 339. https://doi.org/10.17951/sil.2021.30.2.339-356

Raun, T. (2018). Capitalizing intimacy: New subcultural forms of micro-celebrity strategies and affective labour on YouTube. Convergence, 24(1), 99–113.

https://doi.org/10.1177/1354856517736983

Reimer, T., & Benkenstein, M. (2018). Not just for the recommender: How

eWOM incentives influence the recommendation audience. Journal of

Business Research, 86, 11–21. https://doi.org/10.1016/j.jbusres.2018.01.041

Reinikainen, H., Tan, T. M., Luoma-aho, V., & Salo, J. (2021). Making and breaking relationships on social media: The impacts of brand and influencer

betrayals. Technological Forecasting and Social Change, 171. https://doi.

org/10.1016/j.techfore.2021.120990

Renchen, K. D. (2020). Influencer impact on brand awareness: A mixed method

survey in the German fashion segment. European Journal of Business Science

and Technology, 6(2), 138–153. https://doi.org/10.11118/EJOBSAT.2020.009

Rosara, N. A., & Luthfia, A. (2020). Factors influencing consumer’s purchase

intention on beauty products in youtube. Journal of Distribution Science,

18(6), 37–46. https://doi.org/10.15722/jds.18.6.202006.37

Rundin, K., & Colliander, J. (2021). Multifaceted Influencers: Toward a New

Typology for Influencer Roles in Advertising. Journal o f

Advertising, 50(5), 548–564. https://doi.org/10.1080/00913367.2021.1980

471

Sánchez-Fernández, R., & Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: The

role of emotional attachment and information value. Journal of Marketing Management, 37(11–12), 1123–1147. https://doi.org/10.1080/02672

57X.2020.1866648

SanMiguel, P., Guercini, S., & Sádaba, T. (2019). The impact of attitudes towards

influencers amongst millennial fashion buyers. Studies in Communication

Sciences, 18(2), 439–460. https://doi.org/10.24434/j.scoms.2018.02.016

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer

endorsements in advertising: The role of identification, credibility, and

Product-Endorser fit. International Journal of Advertising, 39(2), 258–281.

https://doi.org/10.1080/02650487.2019.1634898

Seepana, C., Paulraj, A., & Huq, F. A. (2020). The architecture of coopetition: Strategic intent, ambidextrous managers, and knowledge sharing.

Industrial Marketing Management, 91, 100–113. https://doi.org/10.1016/j.

indmarman.2020.08.012

Selander, L., Henfridsson, O., & Svahn, F. (2013). Capability Search and

Redeem across Digital Ecosystems. Journal of Information Technology,

28(3), 183–197. https://doi.org/10.1057/jit.2013.14

Sette, G., & Brito, P. Q. (2020). To what extent are digital influencers creative? Creativity and Innovation Management, 29(S1), 90–102. https://doi.

org/10.1111/caim.12365

Shan, Y., Chen, K.-J., & Lin, J.-S. (2020). When social media influencers endorse

brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising,

39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322

Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: Evidence from Irish fashion micro-influencers.

Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.

org/10.1108/JRIM-10-2019-0161

Silva, M. J. B., Farias, S. A., Grigg, M. H. K., & Barbosa, M. L. A. (2021). The Body

as a Brand in Social Media: Analyzing Digital Fitness Influencers as Product Endorsers. Athenea Digital, 21(1), 1–34. https://doi.org/10.5565/rev/

athenea.2614

Silva, M. J. de B., Farias, S. A. de, Grigg, M. K., & Barbosa, M. de L. de A. (2020).

Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133–163.

https://doi.org/10.1080/15332667.2019.1664872

Singh, J., Crisafulli, B., Quamina, L. T., & Xue, M. T. (2020). ‘To trust or not to

trust’: The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research, 119, 464–480. https://

doi.org/10.1016/j.jbusres.2020.03.039

Smith, R. (2021). Fashioning an elite entrepreneurial identity via the endorsement of gendered, designer dress codes and artefacts of success. The International Journal of Entrepreneurship and Innovation, 22(4), 251–265.

https://doi.org/10.1177/14657503211027092

Sng, K., Au, T. Y., & Pang, A. (2019). Social Media Influencers as a Crisis Risk in

Strategic Communication: Impact of Indiscretions on Professional Endorsements. International Journal of Strategic Communication, 13(4), 301–320.

https://doi.org/10.1080/1553118X.2019.1618305

Sohl, T., Vroom, G., & Fitza, M. A. (2020). How Much Does Business Model

Matter for Firm Performance? A Variance Decomposition Analysis. Academy

of Management Discoveries, 6(1), 61–80.https://doi.org/10.5465/amd.2017.0136

Spieth, P., Schneckenberg, D., & Ricart, J. E. (2014). Business model innovation - state of the art and future challenges for the field: State of art and

future challenges. R&D Management, 44(3), 237– 247. https://doi.org/10.1111/

radm.12071

Sundermann, G., & Raabe, T. (2019). Strategic Communication through Social

Media Influencers: Current State of Research and Desiderata. International

Journal of Strategic Communication, 13(4), 278–300. https://doi.org/10.10

80/1553118X.2019.1618306

Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal

of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102303

Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their

followers: The moderating role of closeness. Journal of Product and Brand

Management, 29(6), 767–782. https://doi.org/10.1108/JPBM-03-2019-2292

Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). Influencer marketing as a tool of digital consumer engagement: A systematic literature

review. Indian Journal of Marketing, 51(10), 27– 42. https://doi.org/10.17010/

ijom/2021/v51/i10/166439

TapInfluence, & Altimeter. (2019). The separation of influence: A view of

influence from influencers and influence marketers. Tap Influence & Altimeter. https://mms.businesswire.com/media/20160726005961/

en/536548/5/AltimeterInfographicFinal.jpg?download=1

Taran, Y., Boer, H., & Lindgren, P. (2015). A Business Model Innovation Typology: A Business Model Innovation Typology. Decision Sciences, 46(2),

301–331. https://doi.org/10.1111/deci.12128

Tavalaei, M. M., & Cennamo, C. (2021). In search of complementarities within

and across platform ecosystems: Complementors’ relative standing and

performance in mobile apps ecosystems. Long Range Planning, 54(5),

101994. https://doi.org/10.1016/j.lrp.2020.101994

Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long

Range Planning, 43(2– 3), 172–194. https://doi.org/10.1016/j.lrp.2009.07.003

Teece, D. J. (2018). Profiting from innovation in the digital economy: Enabling

technologies, standards, and licensing models in the wireless world. Research

Policy, 47(8), 1367–1387. https://doi.org/10.1016/j.respol.2017.01.015

Trivedi, J. P. (2018). Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer-a fashion industry perspective.

International Journal of Electronic Customer Relationship Management,

11(3), 256–271. https://doi.org/10.1504/IJECRM.2018.093771

Uzunoğlu, E., & Misci Kip, S. (2014a). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of

Information Management, 34(5), 592–602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007

Uzunoğlu, E., & Misci Kip, S. (2014b). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for

Marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/

jmkg.68.1.1.24036

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and

update of service- dominant logic. Journal of the Academy of Marketing

Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3

von Mettenheim, W., & Wiedmann, K.-P. (2021). The complex triad of congruence issues in influencer marketing. Journal of Consumer Behaviour, 20(5),

1277–1296. https://doi.org/10.1002/cb.1935

Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media

influencer marketing: A systematic review, integrative framework and

future research agenda. International Journal of Consumer Studies, 45(4),

617–644. https://doi.org/10.1111/ijcs.12647

Wang, L., Wang, Z., Wang, X., & Zhao, Y. (2021). Assessing word-of-mouth

reputation of influencers on B2C live streaming platforms: The role of

the characteristics of information source. Asia Pacific Journal of Marketing and Logistics, ahead-of-print(ahead-of-print). https://doi.org/10.1108/

APJML-03-2021-0197

Wang, Z., Liu, H., Liu, W., & Wang, S. (2020). Understanding the power of opinion leaders’ influence on the diffusion process of popular mobile games:

Travel Frog on Sina Weibo. Computers in Human Behavior, 109. https://

doi.org/10.1016/j.chb.2020.106354

Wiedmann, K.-P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of

Product & Brand Management, 30(5), 707–725.https://doi.org/10.1108/

JPBM-06-2019-2442

Wirtz, B. W., Schilke, O., & Ullrich, S. (2010). Strategic Development of Business

Models. Long Range Planning, 43(2–3), 272–290. https://doi.org/10.1016/j.

lrp.2010.01.005

Wolf, K., & Archer, C. (2018). Public relations at the crossroads: The need

to reclaim core public relations competencies in digital communication.

Journal of Communication Management, 22(4), 494–509. https://doi.

org/10.1108/JCOM-08-2018-0080

Woodcock, J., & Johnson, M. R. (2019a). Live Streamers on Twitch.tv as Social

Media Influencers: Chances and Challenges for Strategic Communication.

International Journal of Strategic Communication, 13(4), 321–335. https://

doi.org/10.1080/1553118X.2019.1630412

Woodcock, J., & Johnson, M. R. (2019b). The Affective Labor and Performance

of Live Streaming on Twitch.tv. Television & New Media, 20(8), 813–823.

https://doi.org/10.1177/1527476419851077

Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube

influencer marketing credibility: A heuristic-systematic model. Journal

of Media Business Studies, 15(3), 188–213. https://doi.org/10.1080/16522

354.2018.1501146

Xin, J., Ni, W., & Yu, Z. (2021). Research on Ternary Interactive Gatekeeping

Model for Multi-Channel Networks (MCNs) in Social Media Era. Sustainability, 13(24). https://doi.org/10.3390/su132413710

Xu (Rinka), X., & Pratt, S. (2018). Social media influencers as endorsers to

promote travel destinations: An application of self-congruence theory to

the Chinese Generation Y. Journal of Travel and Tourism Marketing, 35(7),

958–972. https://doi.org/10.1080/10548408.2018.1468851

Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial

Implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.10

80/00913367.2020.1857888

Yesiloglu, S., & Costello, J. (2021). Influencer marketing: Building brand communities

and engagement. Routledge.

Yildirim, C., & Şakar, G. D. (2021). An integrated framework for the communication

processes between digital influencers and brands. In Başar, E. E. (Ed..), Paradigm

Shifts within the Communication World (pp. 181– 204). Nova Science Publishers.

Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships

with Followers: The Roles of Source Credibility and Fairness in Parasocial

Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133–147. https://doi.org/10.1080/15252019.2020.1769514

Zabel, C., & Pagel, S. (2018). Strategische Steuerung von Influencer-Marketing-Kampagnen: Am Beispiel der Spe(c)ktakel-Kampagne von Burger King.

Marketing Review St. Gallen, 35(2), 74– 85.

Zabel, C., Pagel, S., Telkmann, V., & Rossner, A. (2019). Coming to town. Importance of agglomeration factors for media cluster development in the German

online video industry. Journal of Media Business Studies, 17(2), 1–24.https://

doi.org/10.1080/16522354.2019.1699325

Zeithaml, V. A., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three

Decades of Customer Value Research: Paradigmatic Roots and Future

Research Avenues. Journal of Service Research, 23(4), 409–432. https://

doi.org/10.1177/1094670520948134

Zhou, S., Barnes, L., McCormick, H., & Blazquez Cano, M. (2021). Social media

influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59. https://doi.

org/10.1016/j.ijinfomgt.2020.102293

Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media

influencers’ narrative strategies benefit cultivating influencer marketing:

Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.

org/10.1016/j.jbusres.2021.05.011


Downloads

Downloads per month over past year

Actions (login required)

View Item View Item
Contact us
Send email Sponsors
Sponsor: AIMS Sponsor: D&P Sponsor: UniNa CAB Get connected
Facebook Facebook Twitter Twitter Linkedin LinkedIn RSS RSS