What determines the effectiveness of social media influencer marketing? An fsQCA-based study of influencer characteristics and content features’ configurational effects

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-01 DOI:10.1016/j.jbusres.2024.115170

Caiyuan Ma , Billy Wei Wang , Lingqi Dai , Xinya Guan , Zhilin Yang

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引用次数: 0

Abstract

Social media platforms are increasingly important for promoting brands. Focusing on social media influencer marketing (SMIM), this study employs fuzzy set qualitative comparative analysis (fsQCA) to explore the configurations of influencer characteristics and content features sufficient for high SMIM effectiveness. The study identifies different configurations of influencer characteristics and content features that drive high likes, high favorites, and high comments on social media. It also reveals that single conditions are not necessary for high SMIM effectiveness. The existence of influencer popularity is the core condition for achieving high likes, high favorites, and high comments in many configurations. Furthermore, the study shows that diverse configurations of influencer characteristics and content characteristics lead to highly appealing SMIM, highlighting the importance of different paths to achieve the same goal. This research contributes to the understanding of social media marketing and influencer marketing, providing valuable insights for developing effective social media marketing strategies.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.