ABSTRACT This article provides an overview of the current state of research in strategic influencer communication and highlights research desiderata. We conducted a systematic literature review of 39 peer-reviewed articles published between 2011 and 2018. Using Lasswell’s transmission model of communication as an approach to systemize communication acts, we identified, systematized, and synthesized main findings from existing literature. The review reveals a rag rug of fragmented research questions, combined with a lack of theoretical integration and a widespread methodological monism. Moreover, questions related to the implications of influencer communication for strategic planning are understudied. Hence, more research is required to understand underlying cause-and-effect relations and managerial implementation of strategic influencer communication. In conclusion, we encourage researchers to investigate the concept of social media influencer communication from a strategic communication perspective, including applying multidisciplinary approaches and a broader range of empirical methods, which would foster a deeper understanding of strategic influencer communication.

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通过社交媒体影响者的战略沟通：研究现状和愿望

摘要本文概述了战略影响者交流的研究现状，并重点介绍了研究目标。我们对2011年至2018年期间发表的39篇同行评审文章进行了系统的文献综述。使用拉斯韦尔的传播传播模型作为系统化传播行为的方法，我们从现有文献中识别，系统化和综合了主要发现。该评论揭示了零碎的研究问题，加上缺乏理论整合和广泛的方法论一元论。此外，与影响者交流对战略规划的影响有关的问题也被研究不足。因此，需要做更多的研究来了解潜在的因果关系和战略影响者沟通的管理实施。总之，我们鼓励研究人员从战略沟通的角度研究社交媒体影响者沟通的概念，包括应用多学科方法和更广泛的经验方法，这将有助于加深对战略影响者沟通的理解。