The influencer : A key player in influencer marketing : History, definitions, typologies, and social capital

Abstract

This article explores the concept of the influencer in influencer marketing, based on an in-depth literature review. It traces the historical evolution of influencers through various theoretical models, while situating them in the context of digital marketing and communication sciences. Influencers play a central role in brand strategies, particularly in an information-saturated environment, where their ability to capture attention and shape consumer behavior is essential.

This study is based on a documentary analysis of academic and scientific publications, enabling us to identify a variety of definitions, multiple typologies, and specific dimensions for measuring their effectiveness. It answers the following question: how is the concept of the influencer defined and typologized in the literature, and what are the implications for consumer behavior in a constantly evolving marketing landscape? The results reveal that influencers are a complex, multidimensional concept. They are powerful intermediaries, capable of influencing purchasing decisions and strengthening consumer commitment. Finally, the study opens up new perspectives for brands, highlighting communication strategies adapted to the characteristics of influencers and the profiles of the audiences they influence.

Keywords: Influenced audiences; Consumer behavior; Influencer; Influence marketing; Communication strategies; Typologies.