The role of influencer marketing in business: A meta-analysis

As a result of its creation, Influencer Marketing has emerged as one of the most significant developments in the history of marketing communication, and has played an important role in defining the expansion of the marketing communication environment over the last few years. Although there is a lot of information available in the literature, it is fragmented and diverse, which makes it difficult to progress theory and improve management practice in the business world. The purpose of this study is to evaluate whether or not social media influencer marketing may assist a business in growing, as well as what impact it will have on the business's surrounding environment. It is said in this study that a meta-analysis was conducted to examine the impact of social influencer marketing on business marketing strategy. The purpose of this study was to conduct a quantitative meta-analysis of 103 previously published studies in order to determine the effectiveness of influencer marketing. From each study the mean, standard deviation, and sample size were extracted from a collection of distinct publications from electronic database research, which were then combined. As a result of this, we will be able to employ the random effects model to assist us in carrying out our analysis. The meta-analytic results demonstrate that influencer marketing impacts four variables (customer loyalty, brand attitude,purchase attention,brand trust) with a medium effect sizes. After brand trust, customer loyalty, and purchase intention, influencer marketing was found to have the greatest impact on brand attitude in this case. This meta analysis results demonstrate a hight heterogeneity and a significant mean effect size. Theoretical and practical ramifications of these findings are discussed in detail.