The scientific research on the use of influencers in brand management: state of the art
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This article analyzes scientific publications on influencers on social networks in order to explore their relationship with branding strategies. To do this, a systematic review of these concepts is carried out through a search of scientific articles that includes the Web of Science and Scopus databases. Based on a sample of a total of 74 peer-reviewed academic publications, it is noted that the topics that relate influencer strategies to brand management are relatively few. The incipient growth of scientific studies on influencer marketing together with the use of methodologies, mostly of an exploratory type, in social networks explain a trend focused on approaching these profiles from a perspective mostly interested in clarifying issues related to the ethics, determining the persuasive techniques used by influencers or observing their relationship with audiences from a social perspective. The need to continue nurturing a substantial line of research that links the study of influencers to the possible implications regarding brand strategies is appreciated.
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