Published Paper Details:

Influencer marketing via social media has transformed how brands engage consumers, emerging as a rapidly growing component of contemporary marketing strategies (Campbell & Farrell, 2020; Vrontis et al., 2021). This theoretical study examines how different social media platforms shape influencer-follower dynamics and advertising effectiveness by synthesizing evidence from recent data-driven research. Prior studies consistently indicate that influencer credibility--reflected through trustworthiness, expertise, and perceived authenticity--plays a pivotal role in shaping consumer attitudes and purchase intentions (Saima & Khan, 2020; Kim & Kim, 2021). Moreover, platform-specific features and technological affordances influence the development and intensity of parasocial relationships between influencers and followers, which subsequently affect advertising outcomes and brand evaluations (Lou et al., 2023; Ki et al., 2020). The analysis further highlights the importance of social identity and influencer-audience congruence in amplifying marketing effectiveness across platforms (Farivar & Wang, 2022; Belanche et al., 2021). Existing evidence also suggests that influencer marketing campaigns often generate higher returns on investment than traditional promotional channels, with a substantial proportion of marketers reporting favorable performance outcomes (Dimitrieska & Efremova, 2021). However, such effectiveness is contingent upon strategic alignment, including the careful matching of influencer attributes with the target audience and platform characteristics, the maintenance of influencer credibility, and the facilitation of authentic and meaningful engagement. Overall, this integrative perspective contributes to a comprehensive understanding of the current influencer marketing landscape, its critical success factors, and the potential for leveraging social media analytics to optimize influencer-driven campaigns.