International Journal of Advertising

The Evolution of Influencer Marketing: Examining How Artificial Intelligence, Prosocial Influencers, Brand Collaboration and Ethical Issues Are Causing a Revolution

Influencer marketing has not only transformed but also revolutionized the advertising landscape, becoming a pivotal strategy for brands across various industries (De Veirman, Cauberghe, & Hudders, 2017). Influencers have always been a powerful force within human societies, manifesting in various forms across classrooms, workplaces, and other communal spaces. Historically, individuals who are popular or charismatic have shaped trends and norms, from fashion and diet to social and political stances (Gladwell, 2000). These influencers, whether consciously or not, guide the behaviors and beliefs of those around them through direct personal relationships and interactions. However, the advent of social media has revolutionized the concept of influence, giving rise to a new breed of influencers who wield considerable power without the necessity of personal acquaintance (Khamis, Ang, & Welling, 2017). The creator economy, an ecosystem of content creators monetizing their skills and influence via online platforms, has rapidly transformed over the past two decades (Cunningham & Craig, 2019). Technological advancements, increased internet accessibility, and democratized content creation tools allowed creators to amass large followings by sharing their expertise and opinions, which brands quickly recognized as valuable for reaching target audiences in a more organic and relatable way (Kim et al., 2021; Shoenberger & Kim, 2023). Social media influencers operate on a global stage, transcending geographical and temporal boundaries to reach vast audiences with unprecedented speed and efficiency (Jin & Muqaddam, 2019). This evolution has amplified their impact, enabling them to shape public opinion, consumer behavior, and cultural trends on a scale previously unimaginable.

The growth of the social media influencer industry over the past 20 years has been monumental. It has become a pervasive global force, fundamentally altering the way information and culture are conceived, produced, marketed, and shared (Hughes, Swaminathan, & Brooks, 2019). Initially, commercial sectors such as fashion, beauty, and travel led the way in leveraging influencer marketing (Schouten, Janssen, & Verspaget, 2020). However, today, a diverse array of sectors, including nonprofits, government services, and political campaigns, are increasingly adopting this medium. The appeal lies in the perceived authenticity and relatability of influencers, which resonates with audiences in various social issues (e.g., activist influencers, health influencers) (Djafarova & Rushworth, 2017; Schwarz, 2024).

Digital media’s ability to provide real-time feedback and data analytics enables more personalized and effective marketing strategies, amplifying the impact of influencer endorsements on consumer behavior and brand perception (Lou & Yuan, 2019). Additionally, influencers often build their following through perceived authenticity and credibility, as they are seen as more relatable and genuine compared to traditional celebrities (e.g., Jin & Phua, 2014; Kim et al., 2021). Consequently, anyone with compelling content and a significant following can shape trends and consumer preferences, broadening the scope of influencer marketing beyond traditional celebrity figures (Schouten et al., 2020). Influencers’ roles in promoting prosocial issues, such as health influencers, have also emerged.  Practitioners and scholars have also explored the role of influencers in cause-related marketing (Lou, Ma, & Feng, 2021; Lou et al., 2024).

Technology has continually reshaped the landscape of influencer marketing. The integration of artificial intelligence (AI) represents the latest revolution—often considered the fourth major shift in this domain. The constant advancements in technology—from the advent of social media to the rise of AI—not only reshape the strategies and tools available to marketers but also expand the potential of influencer marketing in unprecedented ways (Kim et al., 2023). YouTube has introduced AI tools to "democratize creativity" by simplifying complex tasks (Qudsi, 2024), while TikTok has added a feature allowing creators to label content that is AI-supported or generated. These developments highlight AI’s growing role in shaping influencer marketing strategies. As of September 2023, 76% of marketing agencies and 52% of influencers were already utilizing AI to analyze data, identify influencer partners, or support content creation. Some brands are taking this a step further by working with virtual influencers as an alternative to traditional creators (Ormos, 2023; Qudsi, 2024). Studies in VI have been advanced in looking at their roles in society in the realm of diversity (Ferraro, et al., 2024a; Ferraro, et al., 2024b) or as an agent to promote prosociality in society (Gerrath et al., 2024).  This continuous technological evolution highlights the ongoing revolution in how brands leverage influence in the digital age, driving the future of marketing and consumer engagement.

The special issue "The Evolution of Influencer Marketing: Examining How Artificial Intelligence, Prosocial Influencers, Brand Collaboration and Ethical Issues Are Causing a Revolution" aims to delve into the dynamic evolution and revolutionary aspects of influencer marketing, seeking to explore the multifaceted dimensions of this phenomenon. We aim to delve into the historical roots of influence, tracing its transformation through the digital age, and examining the implications of this shift for marketing strategies, consumer engagement, and societal norms. We invite researchers and practitioners to contribute original research, reviews, and case studies that offer profound insights into this rapidly evolving field. Through this comprehensive exploration, we aim to enhance our understanding of how influencer marketing continues to evolve and its implications for the future of marketing, society, and global connectivity.

Topics of Interest:

We welcome submissions on a wide range of topics, including but not limited to:

Overview: Evolution and Revolution

• Historical perspectives on influencer marketing
• The role of social media platforms in shaping influencer marketing
• Influencer marketing in different cultural and geographical contexts
• The future of influencer marketing: trends and predictions
• Consumer perceptions and behaviors towards influencer marketing

• Measuring the impact and ROI of influencer marketing campaigns
• Case studies of successful and unsuccessful influencer marketing campaigns

AI’s Growing Impact on Influencer Marketing

• The impact of technology and AI on influencer marketing.
• Ethical considerations, including transparency, authenticity, and consumer trust in using AI and virtual influencers.
• Potential and limitations of virtual influencers in promoting human-centric and prosocial issues.

Prosocial Influencer Marketing

• Effectiveness of influencers in promoting prosocial campaigns and addressing social issues.
• Challenges and opportunities in using influencers for cause-related marketing.
• Consumer perceptions of influencer authenticity in prosocial campaigns.
• Ethical and strategic implications of influencer partnerships in promoting social good.

• Influencer marketing effectiveness in promoting social issues and societal changes
• Understanding the role of health influencer and activist influencer

Influencers and Brand Collaboration

• The evolving relationship between influencers and brands
• Strategies for creating authentic relationships with consumers while meeting brand expectations.
• Understanding the dynamics between increased content creation demands, resulting in burnout among creators, and brand expectations, crucial for creating balanced ecosystems within influencer marketing.

Influence, Responsibility, and Ethics in Influencer Marketing

• Ethical considerations and challenges in influencer marketing

• Ethical dilemmas faced by influencers, particularly concerning misinformation, and the endorsement of unverified products, balancing honesty and brands’ expectations of positive reviews.
• Balancing authentic storytelling with promotional content in influencer marketing.