Chen Jie, Zhang Yangting, Cai Han, Liu Lu, Liao Miyan, Fang Jiaming
School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China.
Behav Sci (Basel). 2024 Mar 18;14(3):243. doi: 10.3390/bs14030243.
This research provides a comprehensive overview of micro-influence marketing, analyzing the characteristics of influencers and the mechanisms of their impact. A systematic review was conducted, encompassing 2091 citing articles and references across 74 studies involving 95 research institutions and over 12,000 samples. Employing an interdisciplinary approach that integrates insights from computer science, information science, communication, culture, psychology, sociology, education, business, and management, this study outlines the distinct features of micro-influencers. These features include performable authenticity, affinity expressed through consistency and transparency, musical and artistic media talent, and competitive individual traits. The research synthesizes antecedents of trust and attachment mechanisms commonly employed in influencer theory, taking an objective standpoint and minimizing emphasis on audience engagement and perception to trigger influence. The findings highlight that followers' pursuit of self-branding, driven by self-consciousness, social consciousness, credibility, and social presence, significantly influences the impact of self-expressive products on the audience's purchase intention. The research contributes to micro-influence marketing theory by integrating mechanics, offering practical implications for micro-influencers, and suggesting future research agendas.
本研究全面概述了微影响者营销，分析了影响者的特征及其影响机制。进行了一项系统综述，涵盖了来自74项研究的2091篇引用文章和参考文献，涉及95个研究机构和超过12000个样本。本研究采用跨学科方法，整合了计算机科学、信息科学、传播学、文化学、心理学、社会学、教育学、商业和管理学等领域的见解，勾勒出微影响者的独特特征。这些特征包括可表现的真实性、通过一致性和透明度表现出的亲和力、音乐和艺术媒体天赋以及具有竞争力的个人特质。该研究综合了影响者理论中常用的信任和依恋机制的前因，采取客观立场，尽量减少对受众参与度和感知的强调以触发影响。研究结果表明，受自我意识、社会意识、可信度和社会存在感驱动，追随者对自我品牌塑造的追求，对自我表达产品对受众购买意愿的影响有显著作用。该研究通过整合机制为微影响者营销理论做出了贡献，为微影响者提供了实际启示，并提出了未来的研究议程。
