Mapping the influence of influencer marketing

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There is a growing interest of scholars in the area of influencer marketing yet there are many unanswered research questions in the domain. Some of them include the trust formation process between influencers and followers, understanding the mechanisms across generation, gender, race and culture, the effectiveness of an IM campaign combined with other marketing communication tools, examining the message persuasion cues concerning types of platforms and the nature of products, examining the role of persuasion cues in the message in conjunction with personality frameworks like Big Five, Myers–Briggs Type Indicator (MBTI) and 16 Personality Factors. It also needs to be investigated if influencer’s authenticity is the same across typical fast moving consumer goods products, expensive products, and experience products and how followers’ responses can be used for segmentation during crises, new product introductions and other situations

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