Literature Review In Understanding The Performance Of An Influencer Marketer

Indonesia has the highest number of ad blocker app users. This causes marketers to look for other ways to reach their target market. Therefore, companies must find effective marketing strategies so that consumers recognize the products or services offered. One of the things that can affect the recognition of a company or entrepreneur is increasing brand awareness. In increasing brand awareness, one of the right strategies is to use influencers as part of promotion or influencer marketing. Influencer marketing has become a popular choice given the high number of social media users and several other factors that support the success of this technique. This research is a literature study of the development of the Influencer Marketing concept over the past 5 years with the main focus to map out what variables support the performance of an influencer. In its findings, the factors that are often raised in research are expertise, trustworthiness, credibility, sponsorship disclosure, parasocial relationships, and congruence. As a suggestion for future research, it is necessary to examine the rules and ethics for influencers in promoting on their platforms to maintain consumer safety.