Title: Growing influencer credibility to drive endorsement effectiveness: a literature review

Authors: Chuong H.B. Nguyen; Joel Mero; Heikki Karjaluoto

Addresses: School of Business and Economics, University of Jyväskylä, P.O. Box 35, FIN-40014, Finland ' School of Business and Economics, University of Jyväskylä, P.O. Box 35, FIN-40014, Finland ' Faculty of Information Technology, University of Jyväskylä, P.O. Box 35, FIN-40014, Finland

Abstract: The accumulating body of research on influencer credibility that is emerging makes it relevant to reconcile the current findings in order to encourage further research. This article pursues three primary objectives: 1) it aims to define influencer credibility in the social media context; 2) it aims to develop a conceptual framework that integrates the antecedents and outcomes of influencer credibility; 3) it aims to uncover gaps in the literature and guide future research directions. Using 39 articles from 2016 to 2020, the results reveal that influencer credibility is driven by three groups of antecedents: 1) the characteristics, interactions, and relationships of influencers and audiences; 2) sponsorship disclosure; 3) the perceived fit of influencers with brands, audiences, and content. Influencer credibility is also a predictor of favourable attitudinal and behavioural outcomes, such as brand attitudes and purchase intentions. The review highlights managerial implications and issues deserving further research attention.

Keywords: influencer marketing; influencer credibility; source credibility; sponsorship disclosure; endorsement effectiveness.

DOI: 10.1504/IJIMA.2025.146487

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.4, pp.408 - 440

Received: 27 Sep 2022
Accepted: 22 Mar 2023
Published online: 02 Jun 2025 *

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