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Social Media Influencers- A Review of Operations Management Literature

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Matthias_Mikhailla.pdf (568.9 KB)

Date

2023-08-29

Authors

Matthias, Mikhailla

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University of Waterloo

Abstract

This literature review provides a comprehensive survey of research on Social Media Influencers (SMIs) across the fields of SMIs in marketing, seeding strategies, influence maximization and applications of SMIs in society. Specifically, we focus on examining the methods employed by researchers to reach their conclusions. Through our analysis, we identify opportunities for future research that align with emerging areas and unexplored territories related to theory, context, and methodology. This approach offers a fresh perspective on existing research, paving the way for more effective and impactful studies in the future. Additionally, gaining a deeper understanding of the underlying principles and methodologies of these concepts enables more informed decision-making when implementing these strategies

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Keywords

social media influencers, influencers, seeding, influence maximization, seeding strategies

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URI

http://hdl.handle.net/10012/19797

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Management Sciences