This study aims to develop a framework of opportunities available in influencer marketing. To this end, using a meta-synthesis method, 60 studies related to influencer marketing published between January 2012 and August 2025 were evaluated. An inductive approach was used in this study, and a comprehensive framework of marketing opportunities using influencers was obtained. The research results ultimately provided a framework consisting of 11 distinct opportunities for influencer marketing, including increasing traffic and engagement rates on social networks, producing targeted content for specific audiences, offline advertising through influencer-generated content, interactive environments, lifestyle modelling, influencing purchasing patterns, strengthening interactions and relationships beyond social media, increasing brand credibility, using native advertising formats, improving awareness and understanding of audience needs, and exerting a strong influence on Generations Y and Z. The resulting framework can guide the efforts of brands, influencers, government agencies and all researchers interested in optimizing digital and influencer-based marketing.
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