Social media influencers' impact: strategic insights and their influence on consumer behaviour

Abstract

In the world of digital marketing, Social Media Influencers (SMIs) have emerged as important figures, reshaping how brands interact with consumers. This thesis explores the strategic approaches of influencer marketing, focusing on the key characteristics and marketing strategies employed by SMIs, and their impact on consumer behaviour. Through a comprehensive bibliometric analysis and literature review, this study identifies critical antecedents and characteristics of SMIs, such as authenticity, credibility, attractiveness and the ability to form and foster parasocial relationships. The research also explores how these essential characteristics, along with strategies such as brand congruence, engagement, storytelling, and relationship building, are strategically implemented as marketing approaches. An examination of these strategies across micro-, macro-, and celebrity influencers reveals a complex landscape where the effectiveness of a given strategy is significantly influenced by the type of influencer utilizing it. This thesis underscores the importance of strategic alignment between influencers and brands for maximising impact on consumer perceptions and behaviours.