Engagement in influencer marketing: a systematic review of key drivers, behaviours, and future research directions

Article

Aldlimi, T., Priporas, C. and Chang, S. 2025. Engagement in influencer marketing: a systematic review of key drivers, behaviours, and future research directions. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2485
TypeArticle
TitleEngagement in influencer marketing: a systematic review of key drivers, behaviours, and future research directions
AuthorsAldlimi, T., Priporas, C. and Chang, S.
Abstract

Influencer marketing research is rapidly evolving, with growing interest in the dynamics between social media influencers and their followers. Engagement, defined as the active interaction between followers and influencers, remains a fragmented area of study, despite valuable insights from recent research. This systematic literature review synthesizes findings from 43 scholarly articles retrieved from the Web of Science database, focusing explicitly on engagement with SMIs. Using the Antecedents, Decisions, Outcomes (ADO) framework, the review categorizes factors influencing engagement into source, content, and audience-related dimensions and integrates them into a comprehensive framework. This framework clarifies how these factors drive various engagement behaviours, such as likes, comments, and shares, and explores conceptualizations of engagement across cognitive, emotional, and behavioural dimensions. By consolidating existing knowledge, identifying gaps, and proposing future research directions, this review enhances theoretical understanding and offers actionable insights for practitioners aiming to increase engagement with social media influencers.

KeywordsSocial media influencers; influencer marketing; engagement; behavioural engagement
Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherWiley
JournalJournal of Consumer Behaviour
ISSN1472-0817
Electronic1479-1838
Publication process dates
Accepted06 Mar 2025
Deposited11 Mar 2025
Output statusAccepted
Accepted author manuscript
File Access Level
Open
Digital Object Identifier (DOI)https://doi.org/10.1002/cb.2485
LanguageEnglish
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Mylona, I. and Priporas, C. 2008. University students attitudes to mobile political communication. International Journal of Mobile Marketing. 3 (2), pp. 54-60.
Measuring destination image and consumer choice criteria: the case of Mykonos Island
Kamenidou, I., Mamalis, S. and Priporas, C. 2009. Measuring destination image and consumer choice criteria: the case of Mykonos Island. Tourismos: an international multidisciplinary refereed journal of tourism. 4 (3), pp. 67-79.
Store choice in computer retailing: the case of home users in Greece
Theodoridis, C. and Priporas, C. 2009. Store choice in computer retailing: the case of home users in Greece. EuroMed Journal of Business. 4 (1), pp. 58-68. https://doi.org/10.1108/14502190910956693
Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels
Kamenidou, I., Balkoulis, N. and Priporas, C. 2009. Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels. International Journal of Leisure and Tourism Marketing. 1 (2), pp. 152-172. https://doi.org/10.1504/IJLTM.2009.026481
A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece
Galanou, E. and Priporas, C. 2009. A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece. International Journal of Training & Development. 13 (4), pp. 221-246.
Factors predicting consumers’ knowledge of spirulina health benefits
Kamenidou, I. and Priporas, C. 2010. Factors predicting consumers’ knowledge of spirulina health benefits. Journal of Food, Agriculture & Environment. 8 (1), pp. 16-20.
The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece
Iliopoulos, E. and Priporas, C. 2011. The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC Health Services Research. 11 (261).
Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation
Priporas, C. and Kamenidou, I. 2011. Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation. Journal of Brand Management. 18 (4/5), pp. 264-273. https://doi.org/10.1057/bm.2010.40
Qualitative findings on marketing management practices from Greek ski centers
Priporas, C., Vassiliadis, C. and Stylos, N. 2012. Qualitative findings on marketing management practices from Greek ski centers. Qualitative Market Research: An International Journal. 15 (4), pp. 385-403. https://doi.org/10.1108/13522751211257079
An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece
Vassiliadis, C., Priporas, C. and Andronikidis, A. 2013. An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece. Tourism Management. 34, pp. 61-70. https://doi.org/10.1016/j.tourman.2012.03.013
Market segmentation from a behavioral perspective
Wells, V., Chang, S., Oliveira-Castro, J. and Pallister, J. 2010. Market segmentation from a behavioral perspective. Journal of Organizational Behavior Management. 30 (2), pp. 176-198. https://doi.org/10.1080/01608061003756505
Substitutability and independence: matching analyses of brands and products
Foxall, G., Wells, V., Chang, S. and Oliveira-Castro, J. 2010. Substitutability and independence: matching analyses of brands and products. Journal of Organizational Behavior Management. 30 (2), pp. 145-160. https://doi.org/10.1080/01608061003756414
Consumer-based brand equity and brand performance
Oliveira-Castro, J., Foxall, G., James, V., Pohl, R., Dias, M. and Chang, S. 2008. Consumer-based brand equity and brand performance. The Service Industries Journal. 28 (4), pp. 445-461. https://doi.org/10.1080/02642060801917554
Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers
Priporas, C. and Mylona, I. 2008. Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers. International Journal of Mobile Communications. 6 (4), pp. 456-466.