How followers evaluate social media influencers’ communication: A persuasion‐based perspective and research agenda

Abstract

Abstract Scholarly research on social media influencers is expanding. Although the field has grown substantially, its research base remains fragmented. This is largely due to the multitude of disciplines upon which influencer research draws and to the diverse perspectives applied to the subject. While some studies highlight the benefits of social media influencers’ endorsements for brands, others stress the potentially adverse impact of influencer persuasion‐based content on the receivers. The persuasive nature of influencer communication on social media is implicitly acknowledged in past literature, across domains. However, there is a lack of comprehensive understanding of how receivers evaluate and respond to influencers’ persuasive communication and the conditions that promote, or inhibit compliance with their message. Such understanding is pivotal for reconciling existing fragmentation and advancing the field. This paper systematically reviews the influencer literature, integrating knowledge from psychological theories of persuasion. Theoretically, it offers an integrative perspective on how influencers’ attempts at persuasion are evaluated by receivers, while proposing an extensive agenda for further research in this rapidly burgeoning domain. The paper also highlights applications for business practice and implications for policymakers.