The Role of Influencer Marketing in Rural Areas: A Review of Literature

Abstract

Influencer marketing has become one of the most prominent forms of digital marketing in recent years. While its effectiveness has been recorded in urban settings, there is limited research on its role in rural areas. This paper reviews the existing literature on influencer marketing and explores how it is shaping consumer behavior and brand engagement in rural contexts. It discusses the unique challenges and opportunities that influencer marketing presents in rural regions, factors influencing its adoption and the broader implications for marketers targeting these areas.