Construction of a conceptual framework on Influencer Marketing based on a literature review

Abstract

A result of the research project "Innovative Strategies in Influencer Marketing: Development and Application to Drive Business Competitiveness" is presented. It responds to a framework of essential concepts and principles on influencer marketing, based on the review and analysis of academic works; the main objective is to create a comprehensive conceptual framework that provides guidance on objectives, strategies, performance metrics and best practices in the field.  A mixed type of research was carried out, where the sample was theses and scientific papers related to the topic, literature review and bibliographic analysis were used as a technique, the instrument was the bibliographic record for data collection that allowed the creation of a conceptual framework. The conclusion of this study allows us to establish a solid conceptual framework for influencer marketing, providing a guide that will lead us to meet the general objective.