Abstract
This paper aims to review micro-influencer marketing literature to identify gaps and provide directions for future research. The authors critically assessed 99 articles that appeared in the Scopus database. As a common outcome of the findings and emerging models from studies in the literature, a comprehensive conceptual model is proposed to guide future research. It has been concluded that micro-influencers differ significantly from others in terms of their interaction power and perceived high credibility in social media marketing. Additionally, the findings clarify the uncertainty regarding the classification of social media influencers. The paper not only identifies influencers but also highlights their impact on attitudes towards the brand and consumer behavior. Theoretical and managerial implications are discussed.
Keywords
influencer marketing, micro-influencer, nano-influencer, social media marketing, systematic literature review
ORCID Identifiers
Emine Kuzoren: https://orcid.org/0000-0002-6870-7008
Irem Kiris: https://orcid.org/0000-0003-0963-378X
Ismail Erkan: https://orcid.org/0000-0003-1271-3481
DOI
10.5038/2640-6489.10.2.1302
Recommended Citation
Kuzoren, E., Kiris, I., & Erkan, I. (2025). Less is more! The power of micro-influencers: A systematic literature review. Journal of Global Business Insights, 10(2), 142-157. https://www.doi.org/10.5038/2640-6489.10.2.1302
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
