Predictors of Social Media Influencer Marketing Effectiveness: A Comprehensive Literature Review and Meta-Analysis

For your marketing

Possible founder application

Use the reviewed predictors to structure creator-selection and campaign hypotheses. Separate engagement from lead quality and revenue, and check which underlying contexts match your audience.

Reported result

What the study found

The synthesis organizes predictors in a holistic framework and evaluates why earlier studies have produced conflicting conclusions about effectiveness.

Research question

What the authors investigated

Which factors predict the effectiveness of social media influencer marketing, and how can conflicting prior findings be reconciled?

Design

The authors conduct a comprehensive literature review and meta-analysis of 93 papers on predictors of influencer-marketing effectiveness.

Sample and setting

93 prior papers spanning influencer marketing studies; the accessible highlights do not specify the number of underlying effect sizes or participants.

Scope and transfer

Limitations to keep in view

The meta-analysis reflects its included studies, platforms, influencer types and outcome measures. It does not supply one universal influencer benchmark for B2B SaaS.

Research sources

Journal of Business Research publisher highlights and bibliographic record; the paper count and meta-analytic scope are stated by the publisher.