Social media influencers’ narrative strategies to create eWOM: A theoretical contribution

作者：

Highlights：

• The eWOM theory is advanced in a social media influencers’ (SMIs) eWOM context.

• A model is developed to illustrate the structure of SMIs’ narrative strategies.

• Six distinct SMIs’ narrative strategies to create eWOM are identified.

• The value of the six narrative strategies to social media marketing is discussed.

摘要

•The eWOM theory is advanced in a social media influencers’ (SMIs) eWOM context.•A model is developed to illustrate the structure of SMIs’ narrative strategies.•Six distinct SMIs’ narrative strategies to create eWOM are identified.•The value of the six narrative strategies to social media marketing is discussed.

论文关键词：Social media influencers,eWOM,Narrative strategy,Social media marketing,Marketing communication

论文评审过程：Received 15 October 2019, Revised 24 November 2020, Accepted 24 November 2020, Available online 24 December 2020, Version of Record 28 May 2021.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102293