THE PERSUASIVE EFFICACY OF ADVERTISING APPEALS IN SOCIAL MEDIA INFLUENCER MARKETING

Influencer marketing has emerged as a crucial persuasion mechanism. Marketers look forward to the best possible strategies to increase customer engagement. Advertising appeals are pertinent tools and which social media influencer advertising appeals are most suitable as per the product category for effective consumer response remains unclear.There are studies addressing the issue as per traditional marketing settings, however the advent of influencers marketing remain out of the scope of these studies. The present study aims to highlight various appeals available in the literature and their context (product category, online/offline settings) in literature. The findings suggest that as the results in literature are not consistent, the future studies need to empirically validate the results in influencers marketing context to find out the best advertising appeal (guilt/sensual, rational/emotional, utilitarian/valve expressive)as per different product categories (slow fashion, beauty, food).