How Social Media Influencers Impact Consumer Behaviour? Systematic Literature Review

Businesses invest considerable sums in influencer marketing efforts as social media influencers (SMIs) continue to gain popularity. To understand how marketers might utilize influencer marketing as a strategy in the digital era, researchers are still examining the effectiveness and impact of using SMIs. Accordingly, this article aims to conduct a systematic literature review of the impact of SMIs on consumer behaviour. Based on 90 studies, our systematic review was carried out following the PRISMA guidelines. This comprehensive review of literature intends to demonstrate the various impacts of SMIs on consumer behaviour, particularly about consumer decision-making, consumer attention, consumer brand admiration, consumer self-expression and consumer purchase intention. We outline influencer-led campaign techniques that can help companies develop closer ties with their customers and produce successful brand outcomes. In addition, the research synthesizes disparate literature to advance our comprehension of the mechanisms generating SMI attributes and the variables influencing consumer reactions to influencer endorsements. Future studies in the area will be aided by a nomological framework that incorporates significant antecedents, mediators and moderators of potential outcomes.