Predictors of Social Media Influencer Marketing Effectiveness: A Comprehensive Literature Review and Meta-Analysis
Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Journal of Business Research, 186, 114991.
Plain-English take: The synthesis organizes predictors in a holistic framework and evaluates why earlier studies have produced conflicting conclusions about effectiveness. For your marketing: Use the reviewed predictors to structure creator-selection and campaign hypotheses.
Question: Which factors predict the effectiveness of social media influencer marketing, and how can conflicting prior findings be reconciled?
Design: Systematic literature review and meta-analysis. 93 prior papers spanning influencer marketing studies; the accessible highlights do not specify the number of underlying effect sizes or participants.
The synthesis organizes predictors in a holistic framework and evaluates why earlier studies have produced conflicting conclusions about effectiveness.