网红经济视域下的影响者营销：研究述评与展望

《外国经济与管理》 2021年43卷第1期 页码：23 - 43  online：2021年1月9日

网红经济视域下的影响者营销：研究述评与展望

Influencer Marketing from the Perspective of Internet Celebrity Economy: A Literature Review and Prospects

作者（中）：贾微微*, 别永越

作者（英）：Jia Weiwei*, Bie Yongyue

作者单位：1.吉林财经大学 管理科学与信息工程学院，吉林 长春 130117

摘要：本文所说的影响者是指在社会化媒体平台上通过在线分享自己所创作的内容进行自我打造而出名的网络红人，如美食博主、美妆博主、网红主播等，他们建立了自己庞大的粉丝群，并将在线社交活动作为职业，具有巨大的影响力。这些社会化媒体影响者所提供的信息更容易快速抵达目标受众、更容易被病毒式传播，且往往不会被感知为纯粹受商业利益驱动，容易受到粉丝信任，因此他们天然具有营销优势。近年来，越来越多的企业开始通过这些影响者为其产品或服务背书，希望以此影响消费者的态度和决策，从而形成了影响者营销这种高效的新型营销手段。本文对影响者营销相关研究进行了综述，勾勒了影响者营销研究的发展脉络，分析了影响者营销的概念，介绍了影响者营销的应用领域，梳理了影响者营销作用机制的理论解释模型，并进一步提出了基于准社会关系的整合性研究框架，以期为影响者营销的研究者和实践者提供思路与参考。

关键词：网红; 社会化媒体影响者; 主播; 影响者营销; 准社会关系

Summary: With the rise of internet celebrity economy and the rapid development of diversified social media platforms, influencer marketing, as a new and efficient marketing strategy, has triggered a marketing revolution. The influencers mentioned in this article refer to internet celebrities who are famous for self-building by sharing creations on social media platforms, such as food bloggers, beauty bloggers, and social media streamers. They establish a huge fan base and regard online social activities as a profession, which have a huge influence. The information provided by these social media influencers is easier to reach the target audience, is easier to be spread virally, and is often not perceived as a purely commercial drive and easy to be trusted by fans, so they have a natural marketing advantage. In recent years, more and more businesses have begun to use these influencers to endorse their products or services, hoping to influence the attitudes and decisions of consumers, thus forming an efficient new marketing method of influencer marketing. However, the academic research on influencer marketing is still in its infancy, and influencer marketing practice has phenomena such as cognitive errors, neglect, blind obedience, and excessiveness, which urgently need scientific and professional guidance. In view of this, this article provides a review of the literature on the topic of influencer marketing.This article provides an overview of existing domestic and foreign research on influencer marketing. First, we delineate the keyword co-occurrence and research field co-occurrence of existing researches to present current research status. Then, we interpret the development context and research paradigm of influencer marketing theory. Further, we analyze the connotation of influencer marketing, interpret the characteristics of social media influencers as information sources, summarize different types of social media platforms used by internet celebrities, and sort out the application scope of influencer marketing. In addition, we interpret the theoretical model of influencer marketing mechanism from the perspective of trust and user identification, and propose an integrated research framework based on quasi-social relations. This is a relatively comprehensive and overall outline of the existing influencer marketing mechanism research. Finally, we conclude with some directions worthy of attention for future research, and provide some ideas and references for influencer marketing practice.The main contributions of this research are as follows: First, we review social media influencers（SMIs）and influencer marketing to distill the connotation of influencer marketing, clarifying the distinctive features of influencer marketing that are different from traditional marketing strategies such as eWOM and relationship marketing. Clear understanding of the essence of influencer marketing provides theoretical basis for influencer marketing practice. Second, we provide a systematic review of the specific applications of influencer marketing in advertising, brand management, word-of-mouth marketing, and customer relationship management. It sheds light on the influencer marketing strategy practice. Third, we develop an illustrative research framework of influencer marketing mechanism based on the mediating role of parasocial relationship and boundary conditions such as influencer endorsement and follower characteristics. It is the expansion of the research field of influencer marketing mechanism.

Key words: internet celebrity; social media influencer; social media streamer; influencer marketing; parasocial relationship

DOI：10.16538/j.cnki.fem.20201122.301

收稿日期：2020-8-13

基金项目：国家社会科学基金项目（17CGL006）

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