From Conceptual Chaos to Clarity: The OEPEA Model to Decipher the Influencer Landscape

The spread of social media has made influencers key intermediaries between brands and consumers, positioning influencer marketing within the broader field of strategic communication. Despite growing academic interest, ambiguity remains in their classification and terminology. A systematic literature review, conducted through the integration of the TCM and 5W1H frameworks, has led to the definition of the OEPEA model, which consists of first-level classification criteria (Origin of fame) and second-level criteria (Engagement, Persuasive power, Expertise, Authenticity). The multidimensional model allows for the distinction of three influencer categories: offline-born celebrities, digital-native expert creators, and digital-native influencer. It offers a significant theoretical contribution and represents a useful tool for influencer marketing strategies.