Integrating communication strategies for influencer-journalists: a systematic literature review

Abstract

Using the PRISMA method, this systematic review investigates how journalists acting in different roles adopt communication strategies to promote their image and content, as well as engage and expand their audiences. The analysis focuses on three specific questions: the use of marketing strategies to expand audience reach, branding approaches to establish a notorious presence, and advertising techniques to endorse products. The review of 68 articles demonstrates that journalists are progressively embracing digital influencer roles, using native advertising, personal branding, and influencer marketing to enhance their exposure and credibility in a highly competitive media landscape. These methods are essential for effectively reaching and connecting with various audiences. The results emphasize the crucial equilibrium between implementing inventive communication strategies and upholding journalistic integrity to safeguard credibility and public confidence. The study's limitations include the processes of article selection and codification, which may not adequately correspond to the range of journalistic practices. Future research should broaden its scope to encompass empirical investigations in social media and examine ethical principles in different contexts. Finally, this study highlights the importance of influencer-journalists adapting responsibly to the ever-changing media environment by striking a balance between embracing new possibilities and upholding journalistic integrity standards in their work.