Abstract
Influencers can indeed use their influence to boost business performance. Influencers and businesses can work together to market a company's goods or services to their subscriber base. Influencers can significantly affect sales and performance by endorsing goods or services and including their affiliate links in their content. Influencers and businesses can collaborate to produce sponsored content, in which the influencers create interesting and genuine posts or videos showcasing the brand's goods or services. By doing so, businesses can connect with the influencer's audience and use their power and inventive storytelling abilities. Businesses can benefit from this tactic by expanding their reach, increasing engagement, and boosting traffic to their websites and physical stores. For influencers to continue earning the trust of their audience, they must always be genuine and transparent in their collaborations. Influencers can influence business performance, so this study aims to review the bibliometrics literature using the Scopus database.
TopMethodological Approach
The researcher employed a systematic bibliometric literature review (LRSB) methodology to identify relevant resources and integrate findings. The LRSB method was selected since it enables researchers to identify, collect, and analyze a vast amount of scholarly literature on how influencers can improve business performance. It encourages the researcher to employ rigorous search strategies, including predefined search terms and inclusion/exclusion criteria. In addition, LRSB helps identify emerging research trends, key concepts, and topics within a specific field or research area, thus providing valuable insights into the evolution of knowledge and developments in the particular field of study.
The search process began with identifying the database. In this study, the Scopus database was selected based on Baas et al. (2020) description of the database as a trustworthy platform for accessing high-quality, curated content.
Key Terms in this Chapter
Brand Advocacy: Brand advocates promote the business through word of mouth. Their positive reviews about the company's products or services help to promote the company to new customers.
Business performance: The results of a company measured using a series of metrics known as key performance indicators (KPIs).
Return on Investment (ROI): Is a performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of a number of different investments.
Relationships: Is a marketing strategy with the goal of maximizing profits by building strong relationships with customers and increasing their satisfaction with products and services.
Influencers: The individual who has the power to affect the purchase decisions of others because of his/her authority, knowledge, position, or relationship with his or her audience.
Storytelling: The interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener's imagination.
Electronic Word Of Mouth (E-WOM): Consumers' information sharing and exchange about a product or company via the Internet, social media, and mobile communication.