The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Influencer Marketing in the Digital Ecosystem
|
|
Author(s): Albérico Travassos Rosário (GOVCOPP, IADE, Universidade Europeia, Portugal), Paula Rosa Lopes (CICANT, Portugal)and Filipe Sales Rosário (Universidade Europeia, Portugal)
Copyright: 2023
Pages: 35
Source title:
Influencer Marketing Applications Within the Metaverse
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Sikandar Ali Qalati (School of Business, Liaocheng University, Shandong, China)and Aziza Chakir (Faculty of Law, Economics and Social Sciences, Hassan II University, Casablanca, Morocco)
DOI: 10.4018/978-1-6684-8898-0.ch009
Purchase
|
Abstract
Influencer marketing is a marketing strategy used in the digital ecosystem to promote products or services through influencers or influential people in the digital environment. These influencers can be celebrities, experts on a particular subject, or simply people with a large follower base on social media. Thus, influencing followers can help promote a brand or product more effectively than traditional marketing. Although influencer marketing is a central concept in current trends in marketing strategies, most marketing managers have yet to incorporate it into their agenda. As a result, more research is needed to provide reliable and accurate data on influencer marketing to empower marketing managers and their teams with the necessary knowledge. Based on this research gap, a systematic bibliometric literature review was conducted. This research essay aims to assess the challenges and opportunities, thus building a reference framework for influencer marketing in the digital ecosystem.
Related Content
|
Dina Darwish.
© 2025.
14 pages.
|
|
P. Selvakumar.
© 2025.
24 pages.
|
|
P. Selvakumar, S. Geetha, N. Kaya, Pankaj Singh Chandel, Prateek Srivastava.
© 2025.
24 pages.
|
|
Muhammad Younus, Achmad Nurmandi, Dyah Mutiarin, Andi Luhur Prianto, Halimah Abdul Manaf, Ririn Harini, Muntahanah Muntahanah, Sri Ekowati, Titi Darmi, Wulan Angraini.
© 2025.
24 pages.
|
|
Kutubuddin Sayyad Liyakat Kazi.
© 2025.
34 pages.
|
|
Ankita Chaturvedi, Neha Yadav, M. Gnanendra, A. V. Senthil Kumar.
© 2025.
22 pages.
|
|
Mihrali Köseliören, Bünyamin Ayhan.
© 2025.
18 pages.
|
|
|