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EMAC 2022 Annual

A Meta-analysis of the Antecedents of Social Media Influencers' Impact

Published: May 24, 2022


Jiseon Han, City, University of London; George Balabanis, City University of London


cial media influencers (SMIs) have become an important part of the marketing ecosystem as shaping consumer attitudes and behavioural intentions. However, research findings are inconsistent as to what factors increase SMIs’ impact. For resolute answers and understanding discrepancies, we undertake an early meta-analytical study in the nascent field of SMIs. A review of empirical research has concentrated on influencer, content and brand characteristics; and assessed attitudinal and behavioural intention outcomes with hypothesizing moderator effects of type of social media, geography and methodological diversity. A meta-analysis of bivariate correlations reveals credibility, trust and perceived expertise are the most important attributes of SMIs for attitudinal outcomes. For behavioural intentions, credibility, para-social relationship, homophily and trust are the most important attributes. Content and brand characteristics are found to play a less important role.