The Strategic Rise of Social Media Influencers: Disruption and Opportunities in Modern Marketing Channels

Jennifer Bacha; Indra Meghrajani

doi:10.59890/ijbmp.v3i4.56

Authors

Jennifer Bacha Gujarat Technological University
Indra Meghrajani Narayana Business School

DOI:

https://doi.org/10.59890/ijbmp.v3i4.56

Keywords:

Social Media, Social Media Influencers, Influencer Marketing, Digital Marketing Channels, Social Media Marketing, Online Consumer Behaviour, Digital Advertising, Marketing Strategy, Brand Endorsements, Content Creators, Platform Algorithms, Parasocial Relationships, Consumer Engagement, Purchase Intention, Brand Loyalty, Social Commerce, User Generated Content, Viral Marketing, Peer Recommendation, Two Step Flow Theory

Abstract

The rapid growth of social media platforms has revolutionized digital marketing, with influencers emerging as key intermediaries between brands and consumers. This paper investigates the evolution, typology, strategic value, and ethical dimensions of influencer marketing as a rising alternative to traditional advertising. Using a narrative literature review, this study synthesizes insights from over 30 academic and industry sources, spanning 2011–2025. Findings reveal that micro- and nano-influencers offer high engagement and trust-based outreach. Influencer campaigns now deliver significantly better ROI and consumer alignment, particularly among Gen Z and Millennials. Influencer marketing represents a transformative shift in branding strategy. Yet, challenges related to transparency, fake engagement, and algorithmic dependence remain critical for stakeholders to address. The study proposes a forward-looking roadmap for integrating influencer campaigns with data-driven strategy and ethical accountability

References

Banerjee, S., Sen, A., & Zahay, D. (2023). The effect of in‑store electronic word of mouth on local competitor spillovers in the quick service restaurant industry. Electronic Commerce Research.

Chen, J., Zhang, Y., Cai, H., Liu, L., Liao, M., & Fang, J. (2024). A comprehensive overview of micro‑influencer marketing: Decoding the current landscape, impacts, and trends. Behavioral Sciences, 14(3), 243.

Cialdini, R. B. (1984). Influence: The psychology of persuasion. Harper Business.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.

Federal Trade Commission. (2023). Guides concerning use of endorsements and testimonials in advertising.

Federal Trade Commission. (2025). Guides concerning the use of endorsements and testimonials in advertising.

Forbes. (2023). Why Gen Z trusts influencers more than celebrities.

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.

Gerlich, M. (2023). The power of virtual influencers: Impact on consumer behaviour and attitudes in the age of AI. Administrative Sciences, 13(8), 178.

Gerlich, M. (2025). Virtual influencers and the evolution of consumer engagement in the digital age. Administrative Sciences, 14(2), 112.

HypeAuditor. (2022). Fake follower report. https://hypeauditor.com

Influencer Marketing Hub. (2024). Influencer marketing benchmark report.

Influencer Marketing Hub. (2025). Influencer marketing benchmark report 2025: Latest trends, ROI, and platform performance.

Jamil, R. A., Qayyum, U., ul Hassan, S. R., & Khan, T. I. (2024). Impact of social media influencers on consumer well-being and purchase intention: A TikTok perspective. European Journal of Management and Business Economics, 33(3), 366–385.

Ki, C. W., & Kim, Y. K. (2024). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science.

Kumar, A., Rayne, D., Salo, J., & Yiu, C. S. (2024). Battle of influence: Analysing the impact of brand‑directed and influencer‑directed social media marketing on customer engagement and purchase behaviour. Journal of Social Media in Marketing

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust and purchase intention. Journal of Interactive Advertising, 19(1), 58–73.

Nadanyiova, M., & co-authors. (2023). The impact of influencer marketing on the decision‑making process of Generation Z. Economics and Culture, 20(1), 68–76.

Nadanyiova, M., et al. (2023). Influencer marketing research: Review and future research agenda. Journal of Marketing Theory and Practice, 32(4), 435–448.

Sharkasi, N., & Rezakhah, S. (2023). Sequential mediation of parasocial relationships for purchase intention: PLS‑SEM and machine learning approach.

Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, 114991.

Statista. (2023). Global influencer marketing market size 2016–2023.

Statista. (2025). Global influencer marketing market size from 2016 to 2025 (in billion U.S. dollars).

Vila-López, N., Küster-Boluda, I., & Yagüe-Guillén, M. J. (2023). Virtual influencers in marketing: A bibliometric analysis. Journal of Marketing Analytics, 11(3), 254–269.

Yasa, A. S., Durmuş, H., & Uslu, A. (2023). A bibliometric analysis on influencer marketing with source credibility theory. Turkish Journal of Marketing Research, 10(1), 58–70.