Key findings: themes, contexts and methodologies identified in marketing intermediaries’ studies
| Author full names | Article title | Source title | Publication year | Type of intermediary | Key findings: themes, contexts and methodologies identified based on the results of reviews of the selected literature |
|---|---|---|---|---|---|
| Rensburg et al. | Male fashion leadership: Hedonic and utilitarian clothing shopping motivations within the South African context | International Journal of Fashion Design Technology and Education | 2023 | Opinion leaders | Theme: shopping motivations |
| Context: South Africa | |||||
| Methodology: quantitative approach | |||||
| Raza, Ali; Ishaq, Muhammad Ishtiaq; Khan, Ayesha; Ahmad, Rehan; Salem, Narjes Haj | How fashion celebrity influences customer engagement behavior in emerging economy? Social network influence as moderator | Journal of Retailing and Consumer Services | 2023 | Opinion leaders | Theme: social media influencer Context: Pakistan |
| Methodology: quantitative approach | |||||
| Barta, Sergio; Belanche, Daniel; Fernandez, Ana; Flavian, Marta | Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience | Journal of Retailing and Consumer Services | 2023 | Opinion leaders | Theme: social media influencer Context: Spain |
| Methodology: quantitative approach | |||||
| Dou, Wenyu; Wu, Jintao; Yan, Ming; Tang, Junyi | Impact of influencers’ influencing strategy on follower outcomes: evidence from China | Asia Pacific Business Review | 2023 | Opinion leaders | Theme: purchase intention and decision |
| Context: Spain | |||||
| Methodology: quantitative approach | |||||
| Lopez, Manuela; Sicilia, Maria; Verlegh, Peeter W.J. | How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives | Journal of Research in Interactive Marketing | 2022 | Opinion leaders | Theme: social media influencer |
| Context: Spain | |||||
| Methodology: quantitative approach | |||||
| Arora, Sonia; Bawa, Anupam | Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non-Users of Surrogate Shoppers | Journal of Internet Commerce | 2022 | Surrogate | Theme: marketing communication |
| Context: India | |||||
| Methodology: quantitative approach | |||||
| He, Wei; Jin, Chenyuan | A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory | Electronic Commerce Research | 2022 | Opinion leaders | Theme: purchase intention and decision |
| Context: China | |||||
| Methodology: quantitative approach | |||||
| Farrell, Justine Rapp; Campbell, Colin; Sands, Sean | What Drives Consumers to Engage with Influencers? Segmenting Consumer Response to Influencers: Insights for Managing Social-Media Relationships | Journal of Advertising Research | 2022 | Opinion leaders | Theme: social media influencer |
| Context: USA | |||||
| Methodology: mixed-methods | |||||
| Piehler, Rico; Schade, Michael; Sinnig, Julia; Burmann, Christoph | Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing | Journal of Strategic Marketing | 2022 | Opinion leaders | Theme: social media influencer Context: Russia |
| Methodology: qualitative | |||||
| Sun, Yan; Wang, Rachel; Cao, Dongmei; Lee, Rouyi | Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination | JOURNAL OF Fashion Marketing and Management | 2022 | Opinion leaders | Theme: social media influencer |
| Context: China | |||||
| Methodology: qualitative approach | |||||
| Farivar, Samira; Wang, Fang | Effective influencer marketing: A social identity perspective | Journal of Retailing and Consumer Services | 2022 | Opinion leaders | Theme: social media influencer |
| Context: USA | |||||
| Methodology: quantitative approach | |||||
| Fakhreddin, F., Foroudi, P. | Instagram Influencers: The Role of Opinion Leadership in Consumers’ Purchase Behavior | Journal of Promotion Management | 2022 | Opinion leaders | Theme: purchase intention and decision |
| Context: Iran | |||||
| Methodology: quantitative approach | |||||
| Tobon, Sandra; Garcia-Madariaga, Jesus | The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence | Journal of Theoretical and Applied Electronic Commerce Research | 2021 | Opinion leaders | Theme: social media influencer |
| Context: Spain | |||||
| Methodology: quantitative approach | |||||
| Djafarova, Elmira; Bowes, Tamar | ‘Instagram made me buy it’: Generation Z impulse purchases in the fashion industry | Journal of Retailing and Consumer Services | 2021 | Opinion leaders | Theme: social media influencer |
| Context: UK | |||||
| Methodology: qualitative approach | |||||
| Hamilton, R.; Ferraro, R.; Haws, K.; Mukhopadhyay, A. | Traveling with companions: The social customer journey | Journal of Marketing | 2021 | Surrogate | Theme: social media influencer context: USA |
| Methodology: qualitative approach | |||||
| Romero-Rodríguez, Margarita; Rodríguez-Donate, M. Carolina; Hernández-García, M. Carmen; Rodríguez-Brito, M. Gracia | Influence of opinion leadership identification criteria: The purchase of smartphones | Journal of Retailing and Consumer Services | 2020 | Opinion leaders | Theme: social media influencer Context: Spain |
| Methodology: quantitative approach | |||||
| Casalo, Luis, V.; Flavian, Carlos; Ibanez-Sanchez, Sergio | Influencers on Instagram: Antecedents and consequences of opinion leadership | Journal of Business Research | 2020 | Opinion leaders | Theme: social media influencer Context: Spain |
| Methodology: quantitative approach | |||||
| Kay, Samantha; Mulcahy, Rory; Parkinson, Joy | When less is more: the impact of macro and micro social media influencers’ disclosure | Journal of Marketing Management | 2020 | Opinion leaders | Theme: social media influencer |
| Context: Australia | |||||
| Methodology: quantitative approach | |||||
| Lin, Hsin-Chen; Bruning, Patrick F.; Swarna, Hepsi | Using online opinion leaders to promote the hedonic and utilitarian value of products and services | Business Horizons | 2018 | Opinion leaders | Theme: social media influencer |
| Context: Canada | |||||
| Methodology: qualitative approach | |||||
| Filieri, R.; McLeay, F.; Tsui, B.; Lin, Z. | Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services | Information & Management | 2018 | Expert source | Theme: purchase intention and decision |
| Context: Hong Kong | |||||
| Methodology: quantitative approach | |||||
| Risselada, Hans; Verhoef, Peter C.; Bijmolt, Tammo H. A. | Indicators of opinion leadership in customer networks: self-reports and degree centrality | Marketing letters | 2016 | Opinion leaders | Theme: marketing communication |
| Context: The Netherlands | |||||
| Methodology: quantitative approach | |||||
| Uribe, R.; Buzeta, C.; Velásquez, M. | Sidedness, commercial intent, and expertise in blog advertising | Journal of Business Research | 2016 | Expert source | Theme: advertising intent Context: Chile |
| Methodology: quantitative approach | |||||
| Aqueveque, C. | The influence of experts’ positive word-of-mouth on a wine’s perceived quality and value: the moderator role of consumers’ expertise | Journal of Wine Research | 2015 | Expert source | Theme: purchase intention and decision |
| Context: Chile | |||||
| Methodology: quantitative approach | |||||
| Alves Leal, Gabriela Pasinato; Hor-Meyll, Luis Fernando; Grubits de Paula Pessoa, Luis Alexandre | Influence of virtual communities in purchasing decisions: The participants’ perspective | Journal of Business Research | 2014 | Opinion leaders | Theme: purchase intention and decision |
| Context: Brazil | |||||
| Methodology: qualitative approach | |||||
| Chakrabarti, S.; Baisya, R. K. | The influences of consumer innovativeness and consumer evaluation attributes in the purchase of fashionable ethnic wear in India | International Journal of Consumer Studies | 2009 | Opinion leaders | Theme: purchase intention and decision |
| Context: India | |||||
| Methodology: quantitative approach | |||||
| Aggarwal, Praveen; Tridib, Mazumdar | Decision delegation: A conceptualization and empirical investigation | Psychology & Marketing | 2008 | Surrogate | Theme: decision delegation |
| Context: USA | |||||
| Methodology: quantitative approach | |||||
| Vernette, É. | Targeting women’s clothing fashion opinion leaders in media planning: An application for magazines | Journal of Advertising Research | 2004 | Opinion leaders | Theme: marketing communication |
| Context: France | |||||
| Methodology: quantitative approach | |||||
| Hollander, S.C.; Rassuli, K.M. | Shopping with other people’s money: The marketing management implications of surrogate-mediated consumer decision making | Journal of Marketing | 1999 | Supplier-affiliated | Theme: decision delegation |
| Context: USA | |||||
| Methodology: qualitative approach | |||||
| Zhang, Y.; Buda, R. | Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages | Journal of Advertising | 1999 | Expert source | Theme: advertising intent |
| Context: USA | |||||
| Methodology: qualitative approach | |||||
| Aggarwal, P., Cha, T., Wilemon, D. | Barriers to the adoption of really-new products and the role of surrogate buyers | Journal of Consumer Marketing | 1998 | Surrogate | Theme: purchase intention and decision |
| Context: USA | |||||
| Methodology: qualitative approach | |||||
| Aggarwal, P. | Surrogate buyers and the new product adoption process: a conceptualization and managerial framework | Journal of Consumer Marketing | 1997 | Surrogate | Theme: purchase intention and decision |
| Context: USA | |||||
| Methodology: qualitative approach | |||||
| Fuller, B.; Blackwell, S. | Wardrobe consultant clientele: Identifying and describing three market segments | Clothing and Textiles Research Journal | 1992 | Surrogate | Theme: purchase intention and decision |
| Context: USA | |||||
| Methodology: quantitative approach | |||||
| Forsythe, S.; Butler, S.; Schaefer, R. | Surrogate usage in the acquisition of women’s business apparel in the USA | Journal of Retailing | 1990 | Surrogate | Theme: purchase intention and decision |
| Context: USA | |||||
| Methodology: quantitative approach | |||||
| Solomon, M. | The role of the surrogate consumer in service delivery | The Service Industries Journal | 1987 | Surrogate | Theme: purchase intention and decision |
| Context: USA | |||||
| Methodology: qualitative approach | |||||
| Solomon, M. | The missing link - surrogate consumers in the marketing chain | Journal of Marketing | 1986 | Surrogate | Theme: purchase intention and decision |
| Context: USA | |||||
| Methodology: qualitative approach | |||||
| Summers, J. | Identity of women’s clothing fashion opinion leaders | Journal of Marketing Research | 1970 | Opinion leaders | Theme: purchase intention and decision |
| Context: USA | |||||
| Methodology: qualitative approach |
| Author full names | Article title | Source title | Publication year | Type of intermediary | Key findings: themes, contexts and methodologies identified based on the results of reviews of the selected literature |
|---|---|---|---|---|---|
| Rensburg et al. | Male fashion leadership: Hedonic and utilitarian clothing shopping motivations within the South African context | 2023 | Opinion leaders | Theme: shopping motivations | |
| Context: South Africa | |||||
| Methodology: quantitative approach | |||||
| Raza, Ali; Ishaq, Muhammad Ishtiaq; Khan, Ayesha; Ahmad, Rehan; Salem, Narjes Haj | How fashion celebrity influences customer engagement behavior in emerging economy? Social network influence as moderator | 2023 | Opinion leaders | Theme: social media influencer Context: Pakistan | |
| Methodology: quantitative approach | |||||
| Barta, Sergio; Belanche, Daniel; Fernandez, Ana; Flavian, Marta | Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience | 2023 | Opinion leaders | Theme: social media influencer Context: Spain | |
| Methodology: quantitative approach | |||||
| Dou, Wenyu; Wu, Jintao; Yan, Ming; Tang, Junyi | Impact of influencers’ influencing strategy on follower outcomes: evidence from China | 2023 | Opinion leaders | Theme: purchase intention and decision | |
| Context: Spain | |||||
| Methodology: quantitative approach | |||||
| Lopez, Manuela; Sicilia, Maria; Verlegh, Peeter W.J. | How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives | 2022 | Opinion leaders | Theme: social media influencer | |
| Context: Spain | |||||
| Methodology: quantitative approach | |||||
| Arora, Sonia; Bawa, Anupam | Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non-Users of Surrogate Shoppers | 2022 | Surrogate | Theme: marketing communication | |
| Context: India | |||||
| Methodology: quantitative approach | |||||
| He, Wei; Jin, Chenyuan | A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory | 2022 | Opinion leaders | Theme: purchase intention and decision | |
| Context: China | |||||
| Methodology: quantitative approach | |||||
| Farrell, Justine Rapp; Campbell, Colin; Sands, Sean | What Drives Consumers to Engage with Influencers? Segmenting Consumer Response to Influencers: Insights for Managing Social-Media Relationships | 2022 | Opinion leaders | Theme: social media influencer | |
| Context: | |||||
| Methodology: mixed-methods | |||||
| Piehler, Rico; Schade, Michael; Sinnig, Julia; Burmann, Christoph | Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing | 2022 | Opinion leaders | Theme: social media influencer Context: Russia | |
| Methodology: qualitative | |||||
| Sun, Yan; Wang, Rachel; Cao, Dongmei; Lee, Rouyi | Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination | 2022 | Opinion leaders | Theme: social media influencer | |
| Context: China | |||||
| Methodology: qualitative approach | |||||
| Farivar, Samira; Wang, Fang | Effective influencer marketing: A social identity perspective | 2022 | Opinion leaders | Theme: social media influencer | |
| Context: | |||||
| Methodology: quantitative approach | |||||
| Fakhreddin, F., Foroudi, P. | Instagram Influencers: The Role of Opinion Leadership in Consumers’ Purchase Behavior | 2022 | Opinion leaders | Theme: purchase intention and decision | |
| Context: Iran | |||||
| Methodology: quantitative approach | |||||
| Tobon, Sandra; Garcia-Madariaga, Jesus | The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence | 2021 | Opinion leaders | Theme: social media influencer | |
| Context: Spain | |||||
| Methodology: quantitative approach | |||||
| Djafarova, Elmira; Bowes, Tamar | ‘Instagram made me buy it’: Generation Z impulse purchases in the fashion industry | 2021 | Opinion leaders | Theme: social media influencer | |
| Context: | |||||
| Methodology: qualitative approach | |||||
| Hamilton, R.; Ferraro, R.; Haws, K.; Mukhopadhyay, A. | Traveling with companions: The social customer journey | 2021 | Surrogate | Theme: social media influencer context: | |
| Methodology: qualitative approach | |||||
| Romero-Rodríguez, Margarita; Rodríguez-Donate, M. Carolina; Hernández-García, M. Carmen; Rodríguez-Brito, M. Gracia | Influence of opinion leadership identification criteria: The purchase of smartphones | 2020 | Opinion leaders | Theme: social media influencer Context: Spain | |
| Methodology: quantitative approach | |||||
| Casalo, Luis, V.; Flavian, Carlos; Ibanez-Sanchez, Sergio | Influencers on Instagram: Antecedents and consequences of opinion leadership | 2020 | Opinion leaders | Theme: social media influencer Context: Spain | |
| Methodology: quantitative approach | |||||
| Kay, Samantha; Mulcahy, Rory; Parkinson, Joy | When less is more: the impact of macro and micro social media influencers’ disclosure | 2020 | Opinion leaders | Theme: social media influencer | |
| Context: Australia | |||||
| Methodology: quantitative approach | |||||
| Lin, Hsin-Chen; Bruning, Patrick F.; Swarna, Hepsi | Using online opinion leaders to promote the hedonic and utilitarian value of products and services | 2018 | Opinion leaders | Theme: social media influencer | |
| Context: Canada | |||||
| Methodology: qualitative approach | |||||
| Filieri, R.; McLeay, F.; Tsui, B.; Lin, Z. | Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services | 2018 | Expert source | Theme: purchase intention and decision | |
| Context: Hong Kong | |||||
| Methodology: quantitative approach | |||||
| Risselada, Hans; Verhoef, Peter C.; Bijmolt, Tammo H. A. | Indicators of opinion leadership in customer networks: self-reports and degree centrality | 2016 | Opinion leaders | Theme: marketing communication | |
| Context: The Netherlands | |||||
| Methodology: quantitative approach | |||||
| Uribe, R.; Buzeta, C.; Velásquez, M. | Sidedness, commercial intent, and expertise in blog advertising | 2016 | Expert source | Theme: advertising intent Context: Chile | |
| Methodology: quantitative approach | |||||
| Aqueveque, C. | The influence of experts’ positive word-of-mouth on a wine’s perceived quality and value: the moderator role of consumers’ expertise | 2015 | Expert source | Theme: purchase intention and decision | |
| Context: Chile | |||||
| Methodology: quantitative approach | |||||
| Alves Leal, Gabriela Pasinato; Hor-Meyll, Luis Fernando; Grubits de Paula Pessoa, Luis Alexandre | Influence of virtual communities in purchasing decisions: The participants’ perspective | 2014 | Opinion leaders | Theme: purchase intention and decision | |
| Context: Brazil | |||||
| Methodology: qualitative approach | |||||
| Chakrabarti, S.; Baisya, R. K. | The influences of consumer innovativeness and consumer evaluation attributes in the purchase of fashionable ethnic wear in India | 2009 | Opinion leaders | Theme: purchase intention and decision | |
| Context: India | |||||
| Methodology: quantitative approach | |||||
| Aggarwal, Praveen; Tridib, Mazumdar | Decision delegation: A conceptualization and empirical investigation | 2008 | Surrogate | Theme: decision delegation | |
| Context: | |||||
| Methodology: quantitative approach | |||||
| Vernette, É. | Targeting women’s clothing fashion opinion leaders in media planning: An application for magazines | 2004 | Opinion leaders | Theme: marketing communication | |
| Context: France | |||||
| Methodology: quantitative approach | |||||
| Hollander, S.C.; Rassuli, K.M. | Shopping with other people’s money: The marketing management implications of surrogate-mediated consumer decision making | 1999 | Supplier-affiliated | Theme: decision delegation | |
| Context: | |||||
| Methodology: qualitative approach | |||||
| Zhang, Y.; Buda, R. | Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages | 1999 | Expert source | Theme: advertising intent | |
| Context: | |||||
| Methodology: qualitative approach | |||||
| Aggarwal, P., Cha, T., Wilemon, D. | Barriers to the adoption of really-new products and the role of surrogate buyers | 1998 | Surrogate | Theme: purchase intention and decision | |
| Context: | |||||
| Methodology: qualitative approach | |||||
| Aggarwal, P. | Surrogate buyers and the new product adoption process: a conceptualization and managerial framework | 1997 | Surrogate | Theme: purchase intention and decision | |
| Context: | |||||
| Methodology: qualitative approach | |||||
| Fuller, B.; Blackwell, S. | Wardrobe consultant clientele: Identifying and describing three market segments | 1992 | Surrogate | Theme: purchase intention and decision | |
| Context: | |||||
| Methodology: quantitative approach | |||||
| Forsythe, S.; Butler, S.; Schaefer, R. | Surrogate usage in the acquisition of women’s business apparel in the | 1990 | Surrogate | Theme: purchase intention and decision | |
| Context: | |||||
| Methodology: quantitative approach | |||||
| Solomon, M. | The role of the surrogate consumer in service delivery | 1987 | Surrogate | Theme: purchase intention and decision | |
| Context: | |||||
| Methodology: qualitative approach | |||||
| Solomon, M. | The missing link - surrogate consumers in the marketing chain | 1986 | Surrogate | Theme: purchase intention and decision | |
| Context: | |||||
| Methodology: qualitative approach | |||||
| Summers, J. | Identity of women’s clothing fashion opinion leaders | 1970 | Opinion leaders | Theme: purchase intention and decision | |
| Context: | |||||
| Methodology: qualitative approach |
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