Consumer Perception Research on Online Influencer Marketing: A Review of Key Findings and Implication

Abstract

Online influencer marketing has emerged as a popular strategy for brands to engage with consumers and promote their products or services. Understanding consumer perceptions of influencer-driven content is crucial for marketers to effectively leverage this marketing approach. This article provides a comprehensive analysis of consumer perception research on online influencer marketing, exploring key dimensions that influence consumers' attitudes, behaviors, and purchase decisions. The research delves into the critical factor of trust and credibility, investigating how authenticity, expertise, relatability, and transparency contribute to consumers' trust in influencers. It also explores the concept of source credibility and its persuasive effect on consumers. Factors such as source expertise, likability, and perceived similarity are analyzed in relation to influencer persuasion. The study further explores the influence of different social media platforms on consumer perceptions of influencers and influencer marketing, as well as the distinctions between various influencer types, such as macro-influencers, micro-influencers, and nano-influencers.