Selected conceptual and methodological contributions on influencer marketing and partial least squares structural equation modeling

Abstract

Preface This doctoral thesis consists of three essays, each a self-contained unit which presents research in the field of social media-based influencer marketing (hereafter: influencer marketing) and partial least squares structural equation modeling (PLS-SEM) in marketing research. The first essay uses a comprehensive bibliometric analysis to give an overview of and to analyze the published research on influencer marketing and its effects on consumer behavior between the years 2011 and 2020. In addition, it introduces influencer marketing as a counterstrategy to marketing communication commoditization, which has become increasingly challenging for marketers. The second essay focuses particularly on the methodological analysis PLS-SEM. This essay examines publications in the top 30 ranked marketing journals, ranked according to Hult et al. (2009) between 2011 and 2020. Based on the analysis of these publications, the essay considers the use and application of PLS-SEM in detail. Finally, the third essay shows a conjunction of the two previously investigated topics. This research paper examines the impact of psychological ownership on influencer marketing and evaluates the study results with PLS-SEM.