Digital transformation and technological empowerment have given birth to a new form of"internet celebrity",and the main body of communication has evolved from a real person to a virtual IP.Influencer marketing has gradually been strengthened with the network effect.An internet celebrity uses personal brand as the value link to share and connect with the heterogeneous resources of the enterprise,and creates the competitive differential advantage for the company's products or services.At the same time,consumers'attitude and behaviors towards the content disseminated by them are also influenced by various factors.This paper reviews the research on influencer marketing,sorts out the concepts and development process,clusters and classifies the related articles from the perspective of communication,stakeholders and marketing ethics,and further analyzes the encoding and decoding mechanism of influencer marketing in the process of communication with the framework of integrated marketing communication,in order to provide ideas and reference for researchers and practitioners of influencer marketing.
internet celebritysocial media influencersintegrated marketing communicationvalue co-creation
维普
万方数据
