Conclusion: influencer marketing: reflections and future research directions

Cocker, Hayley, Costello, Joyce and Mardon, Rebecca ORCID: https://orcid.org/0000-0002-4199-7121 2026. Conclusion: influencer marketing: reflections and future research directions. Cocker, Hayley, Costello, Joyce and Mardon, Rebecca, eds. The Routledge Companion to Influencer Marketing, Routledge,

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Abstract

This concluding chapter reflects the evolving landscape of influencer marketing and outlines key directions for future research. Drawing together insights from across the volume, it positions influencer marketing as a dynamic and context-dependent phenomenon shaped by changing platform architectures, commercialization pressures, regulatory developments, and technological advancements such as artificial intelligence. The chapter highlights shifts in influencer-follower and influencer-brand relationships, including the evolution of parasocial dynamics, the rise of influencers as strategic partners and market-shaping actors, and the growth of influencer-owned businesses. It also addresses challenges such as influencer fatigue, ethical concerns, misinformation, and structural inequalities within the creator economy. Attention is given to variations across cultural and institutional contexts, new outlets for influencer marketing beyond social media, and the expanding role of AI in content creation, measurement, and discovery. This chapter calls for research that moves beyond static conceptualizations to better capture the complexity, power relations, and societal implications of contemporary influencer marketing.

Item Type:	Book Section
Date Type:	Publication
Status:	In Press
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	Routledge
ISBN:	9781041001706
Related URLs:	Publisher
Last Modified:	14 Sep 2026 11:00
URI:	https://orca.cardiff.ac.uk/id/eprint/189548

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