The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers
Hudders, De Jans and De Veirman, International Journal of Advertising 40(3), 2021 (online 2020), 327-375. Literature review of 154 peer-reviewed publications found through a Scopus search, most from 2018 to 2020; most empirical (surveys, experiments, content analysis, interviews); few examined influencers driving behavioural change or shaping public opinion, most treated influencers as a commercial tactic; studies classified by source, message and audience characteristics using a communication model for advertising; several addressed transparency.
Hudders, De Jans and De Veirman, International Journal of Advertising 40(3), 2021 (online 2020), 327-375. Literature review of 154 peer-reviewed publications found through a Scopus search, most from 2018 to 2020; most empirical (surveys, experiments, content analysis, interviews); few examined influencers driving behavioural change or shaping public opinion, most treated influencers as a commercial tactic; studies classified by source, message and audience characteristics using a communication model for advertising; several addressed transparency.
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Hudders, L., De Jans, S., & De Veirman, M. (2021). 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. doi:10.1080/02650487.2020.1836925 https://doi.org/10.1080/02650487.2020.1836925