Social Media Influencers in Firm‐Based Marketing Campaign Phases—A Content Analysis and Future Research Agenda

ABSTRACT

The purpose of this study is to explore the different phases of social media influencers in firm‐based marketing campaigns using a content analysis. The authors categorized the existing studies into twenty (20) major themes of social media influencers in consumer engagement by considering the analytical framework of Maciel and Fischer. Furthermore, we conducted additional research to gain a deeper understanding of social media influencers and their role in firm‐based marketing. Social media influencers are used in modern marketing campaigns to promote products and brands to a targeted audience by leveraging their authenticity, reach, and engagement. This study incorporated TCM frameworks with the PRISMA protocol to identify the key themes, contexts, and methodologies used in previous literature on social media influencers in modern marketing campaigns. As part of Study 1 (Synthesis Stage), a comprehensive overview of existing research on social media influencer marketing is compiled and synthesized. A content analysis of two decades of literature is conducted in Study 2 (Market‐Shaping Process for Social Media Campaign Activities), which highlights trends, shifts, and emerging practices in influence‐driven market‐shaping activities. As a final study, Study 3 (Practice‐Shaping Behaviors: Practitioners' Viewpoints and Perspectives) examines how industry professionals interact with the three stages of market‐shaping behaviors: Infusion, Formation, and Retention.