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Journal of Consumer Research, Oxford University Press, vol. " Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration," " Self-Construal, Reference Groups, and Brand Meaning," " Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy,"īusiness Horizons, Elsevier, vol. & Plangger, Kirk & Shapiro, Daniel, 2012. Based on the research findings, this paper develops a conceptual model to illustrate how SMIs’ narrative strategies benefit the cultivation of influencer marketing on social media. A qualitative approach is applied to explore Chinese consumer perceptions toward capabilities of three SMIs’ narrative strategies (brand attribute evaluation, brand love inspiration, self-identity construction) to deal with the issues of cultural barriers, commercial–personal tension, and sponsorship disclosure in SMIs’ eWOM. This paper adopts the stimulus-organism-response (S-O-R) framework to explore the value of SMIs’ narrative strategies to overcome potential influencer marketing issues within the context of China’s luxury market. SMIs’ narrative strategies can be of great value as high-quality eWOM content is vital to maintain influencer marketing effectiveness. However, there are both opportunities and issues with influencer marketing. Social media influencers (SMIs) are increasingly involving in influencer marketing to promote products.