An integrated marketing communications framework for social media influencers
22
Issued Date
2025-01-01
Resource Type
ISSN
0267257X
eISSN
14721376
Scopus ID
2-s2.0-105018809978
Journal Title
Journal of Marketing Management
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Marketing Management (2025)
Suggested Citation
Zheng J.C., Speece M. An integrated marketing communications framework for social media influencers. Journal of Marketing Management (2025). doi:10.1080/0267257X.2025.2570733 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/112738
Title
An integrated marketing communications framework for social media influencers
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Author's Affiliation
Corresponding Author(s)
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Abstract
This discussion proposes a framework for a more comprehensive understanding of how social media influencer (SMI) marketing works. SMI research has grown rapidly in the past few years, but is still at an early stage. There are many contradictory results and little integration of various theory fragments into a more comprehensive whole. Using a ‘theory synthesis’ approach to conceptualisation, motivations for following SMIs are examined, tying them to SMI levels (mega, macro, micro), and the SMI levels are mapped to an integrated marketing communications (IMC) perspective on the stages of the decision process SMIs are best able to influence. This integration of usually separate research topics positions SMI marketing more strongly within the field’s comprehensive knowledge of how marketing communication works in the consumer decision process.