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
Chinese Abstract
少即是多！微型网红的力量：一项系统性文献综述
本文旨在回顾微型网红营销相关文献，识别研究空白并为未来研究提供方向。作者对 Scopus 数据库中收录的99篇文章进行了批判性评估。基于既有研究的共同发现与新兴模型，本文提出了一个全面的概念模型，以指导未来研究。研究断定社交媒体营销中的微型网红在互动力与高可信度的感知方面与其他类型的网红有显著不同。此外，研究结果也澄清了关于社交媒体网红分类的不确定性。本文不仅识别了网红类型，还突出其对品牌态度与消费者行为的影响。文中也讨论了理论与管理的启示。
网红营销、微型网红、纳米网红、社交媒体营销、系统性文献综述
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
