Abstract : In today's digital world, social media has emerged as a powerful tool for marketing and advertising. A significant trend in this domain is the emergence of social media influencers, who have become a credible source of information and play a significant role in shaping consumer behavior. The objective of this paper is to analyze the credibility of social media influencers from the perspectives of their followers and the marketers. The research methodology uses a systematic literature review to gather relevant studies and extract insights for analysis. The findings suggest that social media influencers have a high level of credibility among their followers, mainly attributed to their expertise, authenticity, and relatability. Nonetheless, there are concerns regarding the transparency of sponsored content, which may influence the influencer's credibility. On the other hand, marketers face challenges in measuring the effectiveness of influencer marketing and identifying the most suitable influencers for their brand. The paper concludes by recommending future research to explore the impact of social media influencers and identifying strategies to enhance their credibility and transparency.
Keywords : Social Media Influencer, Credibility, expertise, relatability
Cite : Sehrawat, M., & Tyagi, A. (2023). Review Research Paper on Credibility of Social Media Influencer (1st ed., pp. 47-50). Noble Science Press. https://doi.org/10.52458/9789388996587.2023.eb.ch11
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