The influencer : A key player in influencer marketing : History, definitions, typologies, and social capital

International Journal of Financial Accountability, Economics, Management, and Auditing ISSN (2788-7189) Int. J. Fin. Acc. Eco. Man. Aud. 7, No.5 (November-2025) This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. http://www.woasjournals.com/index.php/ijfaema 518 https://doi.org/10.5281/zenodo.17760702 The influencer : A key player in influencer marketing : History, definitions, typologies, and social capital MARGOM, I1, BERRADA, Z2, BEN AMAR, M3 1. PhD in Economic and Management Sciences, Sidi Mohamed Ben Abdellah University (USMBA), Fez, Morocco. 2. Laboratory of Innovation in Management and Engineering for Enterprise (LIMIE), ISGA Rabat, Morocco. 3. Professor at the National School of Business and Management (ENCG), Sidi Mohamed Ben Abdellah University (USMBA), Fez, Morocco. Abstract: This article explores the concept of the influencer in influencer marketing, based on an in-depth literature review. It traces the historical evolution of influencers through various theoretical models, while situating them in the context of digital marketing and communication sciences. Influencers play a central role in brand strategies, particularly in an information-saturated environment, where their ability to capture attention and shape consumer behavior is essential. This study is based on a documentary analysis of academic and scientific publications, enabling us to identify a variety of definitions, multiple typologies, and specific dimensions for measuring their effectiveness. It answers the following question: how is the concept of the influencer defined and typologized in the literature, and what are the implications for consumer behavior in a constantly evolving marketing landscape? The results reveal that influencers are a complex, multidimensional concept. They are powerful intermediaries, capable of influencing purchasing decisions and strengthening consumer commitment. Finally, the study opens up new perspectives for brands, highlighting communication strategies adapted to the characteristics of influencers and the profiles of the audiences they influence. Keywords: Influenced audiences; Consumer behavior; Influencer; Influence marketing; Communication strategies; Typologies. 1. Introduction With the exponential growth of online social networks, the influencer phenomenon is attracting a great deal of attention as the new marketing channel, or “the most important new approach to marketing in a decade for professionals at the forefront of purchase decision-making” (Brown and Hayes, 2008). Indeed, in today's marketing world, the majority of brands favor influencer marketing campaigns to influence consumers, using digital influencers. Connecting with individuals who wield influence over internet users allows brands to spread their message on a large scale and attract potential customers within online communities. Indeed, key decision-makers in major markets have understood this and operate within communities of influencers, since major decisions are too complex and risky to be taken International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 519 in isolation (Brown and Hayes, 2008). Even luxury brands such as Chanel and Louis Vuitton call on influencers for their advertising campaigns. In short, “as the impact of the media diminishes, the role of influencers increases” (Brown and Hayes, 2008). We have to admit that the influencer is the main player in this wave of influence in the marketing world. In this article, we present an in-depth literature review on the concept of the influencer. We begin with a historical analysis that compares the linear model of communication with more complex models, illustrating the evolution of the concept. Next, we explore a multitude of definitions and typologies of influencers, highlighting the diversity of perceptions within the literature. We'll discuss the three essential dimensions of engagement - reach, relevance and affinity - which are crucial in assessing the impact of influencers on their audiences. Finally, we will examine the profile of influencers, enabling us to better understand the dynamics of influence, from sender to receiver, in the context of digital marketing. The central issue of this research is : how is the concept of the influencer defined and typologized in the literature, and what are the implications for consumer behavior in a constantly evolving marketing environment ? To answer this question, a research methodology based on a literature review has been adopted, as this article relies on a purely theoretical understanding of the influencer concept and its impact on its audience. This approach allows us to synthesize different perspectives and draw significant conclusions about the role of influencers in today's marketing landscape from the literature. In short, we collected and reviewed relevant academic publications and articles, adopting a qualitative approach to synthesize the different perspectives on the influencer concept. The thematic analysis enabled us to identify the definitions, typologies and engagement dimensions that characterize influencers in today's marketing landscape. 2. History and definitions of the influencer Influencer marketing uses the recommendation potential of influencers, specifically social network influencers, with the aim of promoting products and services to target consumers (Lou and Yuan, 2019). According to Allsop et al (2007), the most important thing is to understand how the social networks around the product in question operate, and the individuals best suited to creating and spreading messages are the most active on these social networks: “what is important is to understand how the specific social network in your category operates, and in particular, which individuals within that social network are most active in creating and spreading messages about your product category to others”. However, authors Smith et al (2007) are skeptical of the idea that there is a specific category of people who can spread information, citing that according to their research : “most people are moderately connected and are as willing as the highly connected to share marketing messages with others”. International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 520 After an exhaustive analysis of the literature review concerning the concept of the influencer, several authors have attempted to define it each in their own way, but we have noticed that almost all the research on this subject makes the link with the concept of the opinion leader. The authors Vernette et al (2012) state that “online networks or social media have one thing in common with traditional (off-line) networks : they are based on interactions between members (discussions or exposure) and/or sharing (information, videos, links, images, etc.) between participants”. They conclude that “whatever the type of network, some individuals interact more than others and/or have a different status (celebrity, expertise, personal knowledge, etc.) that enables them to exercise a potential power of influence over those around them.” (Vernette et al., 2012). Author Gladwell (2012) proclaims that there is no difference between a traditional opinion leader and an online opinion leader, since he states that the opinion leader is seen as a relay or connector who disseminates information about a product or service in a social network that may be traditional or online. In the same perspective, authors Keller and Berry (2003) validate this idea and consider that opinion leaders play a crucial role as influencers. Vernette et al (2004) state that online and offline opinion leaders are the same, only the way in which information is transmitted differs, either by “verbal voice” (traditional) or “visual voice” (online). Hence most research proclaims that the concept of the opinion leader is identical to that of the influencer (Vernette, et al., 2012). Similarly, Bakshy et al. (2011) use the terminology of “influencers” to name influential people in a community. Based on the work of authors Wu et al. (2011), they note that the “two-step flow” model applies perfectly to social networks, and that information issued by the media is filtered by highly connected opinion leaders. In the same vein, authors Uzunoglu et al (2014) point out that digital influencers and offline opinion leaders are two similar concepts, since they both apply the “two-step flow” theory. Before proceeding with the definitions of the influencer concept, we will examine its history by confronting three communication models that have marked its evolution. 2.1. History of the influencer 2.1.1. Shannon and Weaver's linear communication model (1949) Shannon and Weaver's linear model is considered one of the earliest models of communication. It describes the communication process as a series of information transmissions from a sender to a receiver, with a potential source of noise that can alter the message. This simplified model illustrates the basics of information transmission, but does not take into account the dynamic interaction between sender and receiver, which limits its effectiveness in explaining influence processes. International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 521 Figure 1: Shannon and Weaver's linear communication model (1949) Source : Shannon and Weaver (1949) 2.1.2. Two-Step Flow model by Lazarsfeld et al (1955) In response to the limitations of Shannon and Weaver's model, Lazarsfeld and his colleagues developed the Two-Step Flow model, which introduces the idea that information does not flow directly from the media to the consumer. Instead, opinion leaders play a key role in mediating information between the media and the public. This model highlights the importance of influencers (or opinion leaders) in the dissemination of messages, suggesting that the recommendations of these influential figures have a stronger impact on consumer behavior than the media messages themselves. This marks a turning point in our understanding of the role of influencers in marketing. Figure 2: Two-stage communication model Source : Lazarsfeld et al. (1955) Indeed, the influencer phenomenon is an update of the Two Step Flow communication theory. In the age of digital and social networking, this theory applies perfectly to the concept of influence, and extends to online opinion leaders known as influencers. Influencers act as intermediaries between brands and consumers, interpreting brand information about a product or service by testing it out, creating their own opinion and then disseminating it to their community. International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 522 2.1.3. Multidimensional model by Uzunoglu et al (2014) The model proposed by Uzunoglu and colleagues in 2014 both critiques and enriches the Two-Step Flow model by introducing a multidimensional approach. This model recognizes that influence is a complex process involving not only influencers (opinion leaders) but also interactions between various actors, including the public and social media. Uzunoglu et al (2014) highlight the importance of contextual factors and consumer engagement in the influence process, broadening understanding of the role of influencers in an ever-changingdigital landscape. As a result, authors Uzunoglu et al (2014) explain the mutation of the two-stage model into a multidimensional model (figure no. 3) in the context of influencer marketing. Figure 3: Mutation of the two-stage model into a multidimensional model in the context of influence marketing according to Uzunoglu, et al. (2014) Source : Uzunoglu, E., & Kip, S.M. (2014) International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 523 These three models offer a historical and theoretical perspective on the evolution of the influencer concept. They show how communication and influence have been conceptualized over time, from simple linear models to more complex, integrated approaches that recognize the central role of influencers in modern marketing. By establishing this theoretical foundation, we can better understand the growing importance of influencers in today's communication strategies and their impact on consumer behavior. 2.2. Definitions of the influencer The authors Hosseini et al. (2019) propose a multitude of appellations, specifying that it is a single concept with several appellations “opinion leader, opinion leader, influential users, influencer, influential node, dominant node, power of influence”. With the advent of Web 2.0 and the emergence of social networks, the term “influencer” has taken over from the other terms. Here is a table summarizing the definitions of the concept of the influencer, based on an exhaustive analysis of the literature on the subject. Table n°1 : Different definitions of the concept of the influencer according to different authors Definition of the influencer Authors Influencers are anyone with expertise in a particular field who actively participates in the creation of value-added content on social networks. Heiderich and Maroun (2014) « An influencer is someone who has a significant and regular presence on a large number of social networks. He or she regularly distributes content to a community that, over time, grows in size and loyalty. » Hossler et al. (2014) « a new type of independent third-party endorser shaping public attitudes through blogs, tweets and the use of other social media. » Freberg et al. (2011) « A social media influencer is first and foremost a content generator: someone who has expert status in a specific field, who has cultivated a sizable number of captive followers - who have marketing value for brands - by regularly producing valuable content. » Lou & Yuan (2019) « Social network influencers are third-party actors who have established a significant number of relevant relationships and exert influence on their Enke et Borchers (2019) International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 524 community through content production, content distribution, interaction and their appearance on the Web. » Influencers are perceived as credible and trustworthy, with a strong ability to interact with their communities and instantly trigger electronic word-of-mouth, by creating varied content and generating brand engagement. Lin et al (2018) The individuals in a consumer's social graph who have a direct impact on that consumer's behavior” Ge & Gretzel (2018) Are people followed by a large number of users in online social networks. De Veirman et al. (2017). Influencers are people who have the power to connect brands with existing and potential customers. De Vries et al. (2012) An influencer is a person who publishes on social media in exchange for remuneration.. Campbell et al. (2020) “people who are respected in their communities, who have a large group of committed supporters and audiences”. Kotler et al. (2017) Influencers are “powerful human brands that have a positive impact on the performance of the companies associated with them”. Bruning et al. (2018) “any type of person who publishes online and has a significant audience” Chaffey et al. (2019) “An influencer is an opinion leader, popular with a more or less large group of regular recipients, who, through his or her credible actions - increasingly carried out on the Internet - inspires trust, engages and convinces the recipients of his or her communication to make specific choices, such as those related to purchasing, nutrition or worldview.” Biegun et al. (2019) “influencers are a type of micro-celebrity who have accumulated a large number of followers on social media and frequently use this social capital to gain access to financial resources.” Cotter (2019) International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 525 Influencers are “self-taught micro-celebrities, often gaining a large number of followers, by posting inspiring photos using hashtags and engaging with them on the site.” Evans et al. (2015) “any well-known figure who is the focus of communication and marketing efforts”. Khamis et al. (2017) Source : Personal elaboration Thus, we retain the definition of authors Enke and Borchers (2019), who propose a fairly comprehensive definition of the concept of influencers: “social network influencers are third-party actors who have established a significant number of relevant relationships and exert influence on their community through content production, content distribution, interaction and their appearance on the Web.” Indeed, influencers are creators of valuable content, and have high reputations in specific fields (Kim et al. (2017). Thanks to them, a brand can reach new consumers and expand its customer portfolio, since they have “persuasive power over other individuals and are seen as role models” (Gallic & Marrone, 2018). Indeed, their power of recommendation carries considerable weight vis-à-vis the partner brand, in other words: “a godsend for brands that know how to collaborate with them responsibly and transparently” (Gallic & Marrone ,2018). As a result, the choice of influencers is essential for a successful branding campaign, as the different types of influencer - nano, micro, macro or celebrity - reach different audiences and vary in their reach. 3. Influencer typologies Influencers dominate today's social relationships, and have become a key advertising tool for brands, combining broad reach with proximity to their communities (Dahlen and Colliander, 2011). In the book “Social media marketing for dummies” by Singh and Diamond (2012). Three types of influencer are listed : International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 526 Figure 4: Three types of influencer according to Singh and Diamond (2012) Source : Adapted from Singh & Diamond (2012) Expert influencers •Their influence derives from skills or expertise based on training. Also known as key influencers, they usually have their own blogs, huge followings on social networks, and rarely know their audience personally. Influencers of reference •They participate in social platforms, are usually in a consumer's social graph and influence brand affinity and purchasing decisions, through consumer reviews, updating their own status on social networks and commenting on blogs and forums. They are seen as careful and discerning advisors and often know consumers personally. Position influencers •This type of influencer is closest to the consumer. They are usually family members or part of the consumer's inner circle. They influence purchasing decisions directly at the point of sale, and also have to live with the results of their family or friends' decisions. This person derives their influence from their relative position and duties in relation to the actual consumer. They are closest to the purchasing decision and to the consumer, and therefore have the greatest social influence. International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 533 On the face of it, an influencer is an individual with a larger-than-normal following, and brands seek them out to reach their followers. Without an audience, an influencer's usefulness is non-existent, so they are in a sense the origin of their existence. While individuals follow influencers who align with their values and lifestyle, and who convey positive vibes in their eyes, the influencers themselves feed off their followers in order to gain validation from them, translating into a never-ending quest for more likes, comments and subscribers (Bouttier, 2015). 5.1. Profiles and behaviors of the influenced According to a 2021 study by Médiamétrie, entitled “Le public des influenceurs sur Internet : une communauté active et créative”, one in four Internet users follows an influencer, and around 40% of them are aged between 15 and 24, while 24.6% are aged between 25 and 34. Almost two-thirds of followers belong to generations Y and Z, who are particularly receptive to this form of interactive communication. At that time, 98.6% of Internet users who followed influencers were active on at least one social network, compared with 84.1% of all Internet users (Médiamétrie, 2021). What's more, almost 70% of Internet users said they were influenced by influencer recommendations, and 80% would activate their notifications, mainly on YouTube, Instagram and Snapchat. Interactive formats such as stories and lives were also gaining in popularity : 41.8% of Internet users followed this type of content (versus 18.4% for all Internet users), and 29.2% (versus 9.7%) used influencer videos to learn about brands. Finally, 85.5% (versus 68%) consulted the online opinions of other consumers before finalizing their purchasing decisions (Médiamétrie, 2021). In 2024, this dynamic has been reinforced, as shown by recent data from the Influencer Marketing Benchmark Report 2024. The influencer marketing market is estimated at $24 billion, reflecting substantial growth from the $10.29 billion recorded in 2021 (Statista, 2024). Today, TikTok is establishing itself as a major channel for product discovery, with trends such as #BookTok significantly influencing sales (Le Monde, 2024). A study reveals that 49% of consumers rely on influencer recommendations, and generations Y and Z remain the most sensitive to this type of content, with 42% declaring themselves ready to buy a product recommended by an influencer they follow (Traackr, 2024). Internet user behavior has also evolved. On social networks, influencers cover a variety of themes, depending on the platform : cooking, beauty and sport on Facebook ; fashion, travel and personal development on Instagram; educational fields, high-tech and video games on YouTube; and humor and gags on TikTok. In conclusion, the Internet users influenced in 2024 continue to play an active role in the digital sphere. They participate in influencer marketing by sharing content and giving their opinions online. According to Médiamétrie (2021), 24% of them regularly publish personal photos and videos, and this figure remains high in 2024, showing users' growing involvement in this interactive digital ecosystem. International Journal of Financial Accountability, Economics, Management, and Auditing (IJFAEMA) - ISSN 2788-7189 http://www.woasjournals.com/index.php/ijfaema 534 6. Conclusion The hegemony of traditional marketing has crumbled with the advent of social networks, and brands have understood this and decided to align themselves with the changing habits of today's consumers. Adopting new digital systems is the key to surviving, staying competitive and meeting the needs of new consumers. Social media have enabled brands to connect directly with consumers in a way that traditional methods of communication could not. More precisely, with this new concept of influencers, brands can capture consumers' attention with attractive, authentic and relevant content. In short, influencers have an ability to convince their communities that no other traditional means of communication can do. 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