Magnetism Influencer Marketing a Literature Review

This paper seeks to find out and summarize the key indicators used in measuring influencer marketing effectiveness. The method used is a Systematic Literature Review (SLR) approach sourced from journal data by analyzing 10 journals from the latest research published around 2020-2024 and sourced from Google Scholar. The literature review revealed six main indicators that are consistently used in the evaluation of influencer marketing: Visibility, Credibility, Attractiveness, Power, Trustworthiness and Expertise so these six core indicators appear most frequently in the literature. This research says the selection of influencers should be done very strategically and selectively. Marketing professionals can utilize these standardized indicators to assess and select influencers that suit their campaigns. By consolidating a wide range of research on influencer marketing metrics, this research produces a unified framework of key indicators, which is a useful reference for academics and practitioners in the field.