000			01818nam a22001937a 4500
003			OSt
005			20250115153204.0
008			241219b |||||||| |||| 00| 0 eng d
100			_aAswathi Kanaveedu
245			_aInfluencer Marketing and Consumer Behaviour: A Systematic Literature Review
300			_aP.547-566
520			_aInfluencer marketing is an emerging area in the field of marketing. Specifically, this topic grabs the attention of several academicians and practitioners because of the key role played by influencers to stimulate consumer behaviour. Significantly, a systematic way of analysing and summarising the works of literature in this nascent area is necessary. A systematic literature review provides a comprehensive overview of the whole literature studied. From this knowledge, a systematic literature review has been undertaken from the period of 2016 to 2021 based on 65 articles from the ABDC journal to fetch relevant research themes, methodology, theories, variables, antecedents and consequences and potential research gaps. From this information, this research proposed an integrative framework which depicts the role of social media influencers in activating consumer behaviour. Future research direction has presented comprising of knowledge gap in the existing literature from key areas such as theory, methodology and settings. This research provides implications for both theories and practice.
654			_aSocial Media Influencer _aSocial Networking Sites _aConsumer Behaviour _aPersuasion _aPsychological Factors
700			_a Jacob Joseph Kalapurackal
773	0		_080316 _9110833 _dNew Delhi Sage Publications _oJP433 _tVision: The Journal of Business Perspectives _x0972-2629
942			_cJA
942			_2ddc
942			_2ddc
999			_c130691 _d130691