CELEBRITY AND MICRO-INFLUENCER ENDORSEMENTS: IMPACT ON MARKETING OUTCOMES
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Abstract
This study presents a systematic literature review examining the impact of celebrity and micro influencer endorsements on marketing outcomes within social media platforms. As brands shift from traditional advertising to influencer-based strategies, this review synthesizes empirical and theoretical insights from peer-reviewed studies published between 2013 and 2024. Using PRISMA guidelines and VOSviewer-based bibliometric analysis, the review categorizes influencers by type and evaluates their effectiveness in driving brand awareness, trust, engagement, and purchase intention. Findings reveal that while celebrity influencers offer broad visibility, micro-influencers generate higher engagement and trust due to perceived authenticity and community bonding. The review also identifies emerging trends, key conceptual themes, and methodological gaps in the literature. Strategic recommendations emphasize the need for authenticity-centered, data-driven influencer selection aligned with brand identity. Additionally, challenges such as content oversaturation and the ethical use of AI influencers are addressed. This review contributes to a nuanced understanding of influencer marketing and outlines future research directions, including cross-cultural studies and long-term impact analysis.
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References
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