Influencer Marketing and Artificial Intelligence Influencer Marketing and Artificial Intelligence: A Review and Future Research Agenda

Abstract

This chapter aims to review artificial intelligence (AI) in influencer marketing literature to identify gaps and provide directions for future research. In this direction, the authors critically assess 21 articles that have appeared in the Web of Science (WOS) database. Definitions of influencer marketing and AI, theoretical foundations, and main methodologies employed were reviewed and the countries of focus and social media websites studied. The systematic literature review has demonstrated some significant findings. Research on AI in influencer marketing has revealed an emphasis on AI Influencer marketing. Findings also show that the majority of influencer marketing studies were conducted with a quantitative approach, and focused more on Instagram while less attention has been paid to other social media websites. At the end of the research, the study contributes to the existing literature by examining the current state of AI in influencer marketing research and providing future research directions from theoretical, methodological, and context-related perspectives.