Review Article

How Social Media Influencers Vision

1–16
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Systematic Literature Review DOI: 10.1177/09722629241237394

journals.sagepub.com/home/vis

Seema Bhardwaj1,2, Navin Kumar3, Ruchi Gupta4, Hasnan Baber5

and Amita Venkatesh6

Abstract
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 effec-
tiveness 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.

Key Words
Social Media, Influencer, Consumer Behaviour, Systematic Literature Review

Introduction influence of influencers, offering a potent means of propa-

gating trends, influencing viewpoints and propelling con-
As social media have rapidly gained popularity, there has sumer conduct. The aforementioned reciprocal exchange
been an increase in the production, distribution and con- establishes a novel framework in the field of communica-
sumption of content, redefining communication dynamics tion, wherein influencers utilize the immediate access and
(Ho & Ito, 2019; Melumad et al., 2019; Peng et al., 2018). extensive reach of social media to mould and control cul-
Social media have become vital tools for sharing knowl- tural narratives. This creates an engaging and dynamic
edge and disseminating critical information due to the nat- relationship between content producers and their follow-
ural interaction between peers. Social media groups are ers. The collaboration between a brand and an influencer
likely to be a source of blind trust for consumers (Shareef led to the development of the idea of a social media influ-
et al., 2020). A symbiotic relationship between social encer (SMI) (Campbell & Farrell, 2020). It focuses on
media and influencers significantly impacts modern digital leveraging individuals who influence potential buyers to
culture. Social media platforms are ever-evolving environ- communicate about brands, their products, services, and
ments in which influencers develop their brands and much more. Influencers are recognized for establishing a
establish connections with a wide range of followers. By sizeable number of relationships, and impacting organiza-
utilizing these platforms, influencers curate and distribute tional stakeholders by producing, distributing, interacting
content, thereby fostering genuine connections with their with and making personal appearances over the web
audience. Conversely, social media serves to magnify the (Enke & Borchers, 2019). This new class of independent

1 Symbiosis International (Deemed) University, Pune, Maharashtra, India

2 Maldive Business School, Male, Maldives.
3 Jaipuria Institute of Management, Jaipur, Rajasthan, India
4 Shaheed Bhagat Singh College, University of Delhi, New Delhi, India
5 School of Business Administration, American University of Sharjah, United Arab Emirates
6 Christ (Deemed to be University), Bangalore, Karnataka, India

Corresponding author:
Hasnan Baber, School of Business Administration, American University of Sharjah, Sharjah 26666, United Arab Emirates
E-mail: [email protected]
2 Vision

third-party endorsers known as an ‘influencer’ changes engage, communicate and engage in consumer decision-
sentiments with pictures, blogs, videos, tweets and other making processes. SMIs have emerged as significant influ-
social media tools (Freberg et al., 2011). They are now encers in shaping consumer behaviour due to their
popularly regarded as brand ambassadors (Haenlein et al., extensive reach and persuasive capabilities. Furthermore,
2020). Extant literature highlights social media influencer the utilization of SMIs as a marketing strategy has experi-
benefits to businesses (Backaler & Shankman, 2018; enced a surge in popularity, prompting a substantial amount
Levin, 2019) ranging from new, relevant, engaging and of scholarly investigation (De Jans et al., 2018; Hughes
cost-effective marketing tools to impactful and result-ori- et al., 2019; Torres et al., 2019). This phenomenon has also
ented strategic investment (Lou et al., 2019). garnered significant attention from academic publications
As mentioned above, these SMIs strive to grow a follow- (Audrezet & Charry, 2019). Undoubtedly, scholars and
ing and become one of their followers’ primary sources of professionals alike will persist in investigating this subject
advice, thus, developing into SMIs. The fact that some of matter in the future, aiming to gain insights into the impact
these influencers have become career choices has led to of SMIs on consumer behaviour.
them becoming influencers (Vrontis et al., 2021). Many Table 1 presents the list of existing reviews on SMIs,
brands leverage influencer marketing to market their prod- which indicates that each study considers a new dimension
ucts and services by engaging SMIs and stimulating them to of research in the field.
promote their products. Specifically, brand managers use In Srivastava’s study (2021), six domain clusters were
SMIs to establish a co-creative image of their brands on identified, encompassing influencer impact measurement,
social media by encouraging functional responses based on influencer mechanism, influencer likability factors, influ-
consumers’ interests (Martínez-López et al., 2020; encer persuasive cues, follower comprehension and influ-
Pomirleanu et al., 2023). Opinion leaders are not a new encer authenticity. The research marked a pioneering
concept when influencing consumer decisions. Consumers effort, employing an all-encompassing bibliometric analy-
are influenced by opinion leaders strongly and positively sis through the integration of VOS viewer and Biblioshiny
usually (Godey et al., 2016) via word of mouth (WOM) applications. Vrontis et al. (2021) contributed insights into
because of their personal appeal or expertise, social prestige the mechanisms shaping the appeal of SMIs and their sub-
and superior status (Moldovan et al., 2017). As a marketing stantial impact on consumer attitudes and behaviour. Their
strategy, celebrity endorsements, such as those from study constituted the first synthesis of the existing body
Hollywood personalities and movie stars, have been used for of research on instant messaging within social media envi-
several decades (Knoll & Matthes, 2017). The availability ronments. A meticulous examination of peer-reviewed
and appeal of influencer endorsements have significantly scholarly journals formed the basis for an integrative mul-
increased due to the omnipresence of social media (Appel et tidimensional framework, considering contextual factors
al., 2020). It has been estimated that approximately 50% of influencing consumer behaviour and the antecedents,
internet users follow influencer accounts and rely on influ- mediators and moderators of potential outcomes. Tanwar
encer recommendations, according to the latest statistics et al. (2021) aimed to perform a comprehensive examina-
(Young et al., 2017), and 40% purchase a product after tion of scholarly literature on influencer marketing, includ-
viewing it on Instagram or YouTube. ing content analysis and the development of a classification
The number of US consumers who purchased products system. The literature review covered the years 2008 to
based on recommendations from an influencer increased to 2019, analysing trends, industries involved, social media
19% in 2018 (Audrezet & Charry, 2019). Social media platforms used and methods employed by influencers to
platforms have significantly altered how individuals engage followers.

Table 1. Notable Literature Reviews in the Area of Influencer Marketing.

Authors (Year) Objective of the Study Type of Study

Srivastava (2021) To map the influence of influencers to understand the Review and bibliometric analysis
intellectual structure
Vrontis et al. (2021) To study how social media influencers (SMIs) shape Systematic review, integrative
consumer behaviour and attitudes review
Tanwar et al. (2022) To study influencer marketing as a tool for digital Systematic literature review
consumer engagement
Boateng (2022) To study quantitatively and visually analyse the Bibliometric analysis
literature on social media influencers
Hudders and Lou (2022) To study the bright and dark sides and propose Review
future research recommendations
Thomas and Fowler (2023) To provide insights through a framework-based review Scoping Review
Source:
Bhardwaj et al. 3

Tanwar et al. (2022) aimed to conduct a comprehensive One fundamental justification for conducting this sys-
literature review on influencer marketing in academia from tematic literature review is the need for evidence-based
2011 to 2019. Their approach involved bibliometric analy- decision-making. As SMIs continue to gain popularity,
sis and content analysis, utilizing Biblioshiny and the businesses allocate significant resources to influencer mar-
Bibliometrix R-tool for scientific cartography and data keting campaigns. However, the efficacy and impact of
analysis. The article provides an overview of the evolution these campaigns on consumer behaviour are still being
of influencer marketing research, delving into keywords, researched. (Campbell & Farrell, 2020) have highlighted
sources, authors, documents, countries and sources, and that there still needs to be a more strategic and scholarly
presents an analysis of various knowledge structures to understanding of how marketers may make the most of
identify influential facets of the literature. Boateng (2022) influencer marketing as a marketing strategy in the digital
employed bibliometric methodology, utilizing VOSviewer age. By synthesizing existing research, a systematic litera-
and Bibliometrix software, to quantitatively and visually ture review can provide a robust foundation of knowledge,
examine publications related to influencer marketing. The helping businesses make informed decisions regarding
findings revealed over a decade of Scopus database index- using SMIs to influence consumer behaviour. Ultimately, it
ing for influencer marketing papers since 2011. Lou and can optimize the allocation of resources and maximize the
Hudders (2023) analysed challenges within influencer return on investment for influencer marketing initiatives
marketing, exploring both positive and negative aspects. (Kim & Kim, 2022).
The paper highlighted the potential negative consequences Furthermore, a systematic literature review can identify
for influencers, such as compromising privacy and the research gaps and areas for further investigation in the
pursuit of likes and followers, contributing to a nuanced existing body of literature, guiding future research endeav-
understanding of the field. Thomas and Fowler (2023) ours. This can lead to a more focused and targeted approach,
investigated the role of influencers as brands and their advancing our understanding of the complex relationship
activism initiatives. Their three studies indicated that activ- between consumer behaviour and SMIs. Another motiva-
ism positively influences consumer perceptions but empha- tion for this literature review is identifying critical factors
sized the importance of sustained support for continued and mechanisms influencing consumer behaviour. By
effectiveness. The research revealed that failed activism examining the existing literature, researchers can identify
efforts could diminish perceptions of authenticity. These common themes, underlying mechanisms and factors that
studies collectively contribute to the understanding of
contribute to the influence of SMIs on consumer behav-
influencer marketing, encompassing various aspects such
iour. By synthesizing and analysing existing research,
as impact measurement, mechanisms, likability factors,
researchers can identify nomological frameworks that
persuasive cues, comprehension, authenticity and both
explain and predict the influence of SMIs. This can lead to
positive and negative consequences.
the development of comprehensive models that integrate
Other research has focused on specialized issues such as
various factors, such as influencer attributes, the mediating
brand communication, SMIs’ influence on the purchasing
and moderating variables, and how they may lead to behav-
behaviour of digital customers and strategic communica-
ioural intention. The suggested framework can be a theo-
tion among SMIs (Sundermann & Raabe, 2019; Nafi &
retical foundation for future researchers and practitioners
Ahmed, 2019).
While existing literature, as exemplified by Srivastava to build on as they develop their SMI marketing strategies.
(2021), Vrontis et al. (2021), Tanwar et al. (2021, 2022), The objective behind this review aligns with the suggestion
Boateng (2022), Lou and Hudders (2023), and Thomas and made by Paul and Criado (2020) and Lim et al. (2022) to
Fowler (2023), has made significant strides in understand- conduct fresh reviews that address the limitations of previ-
ing various facets of influencer marketing, a noticeable gap ous reviews. This is done to guide future research in a more
persists in the examination of influencer marketing’s direct focused and improved direction. Consequently, the follow-
impact on consumer behaviour when it comes to studies ing research objectives (RO) are addressed by the present
based on systematic literature reviews. The cited studies SLR.
primarily concentrate on domain clusters such as impact
measurement, mechanisms, likability factors, persuasive Research Objectives (ROs)
cues, comprehension and authenticity, shedding light on
both positive and negative aspects. However, a compre- RO1: To present a comprehensive profile of the selected
hensive investigation into how influencer marketing dis- studies regarding publication patterns, influential
tinctly shapes and influences consumer behaviour remains countries, study types and statistical tools.
largely unexplored. The same needs to be grounded and RO2: To identify major themes and theories of SMI
comprehensively understood. Thus, this article aims to marketing research.
conduct a systematic literature review of the impact of RO3: To propose a nomological model based on the
SMIs on consumer behaviour. Additionally, the following stimulus–organism–response (S-O-R) framework.
reasons motivated the current systematic review of research RO4: To identify the future avenues in SMI marketing
on the impact of SMIs on consumer behaviour. research.
4 Vision

Research Methodology To shortlist the articles, the PRISMA guidelines (Page et al.,
2021) were followed for conducting the review, as demon-
The most appropriate method for this study is a systematic strated in Figure 1. SLR techniques were proven to be robust
literature review to provide a high-quality synthesis of the and lucid in terms of their replicability and clarity (Seth
literature. The organization of SMI literature provides aca- et al., 2020). This document provides a detailed explanation
demics and practitioners with an integrative framework for of how the database of research studies is curated.
interpreting the existing knowledge (Mihalache & Moreover, it should be noted that the selected studies
Mihalache, 2016). In addition to identifying research gaps, were evaluated by calculating quality scores, as suggested
it provides future research opportunities (Mishra et al.,
by Behera et al. (2019). The quality scores are essential for
2021; Paul & Rosado-Serrano, 2019). Snyder (2019) gives
obtaining suitable and impartial results (Ouhbi et al., 2015).
examples of literature reviews in her academic work in
In the current study, these scores were calculated using dif-
which she discusses the types of literature reviews. During
ferent quality evaluation (QE) questions, as suggested by
the design of this study, Snyder’s protocols were incorpo-
Idri et al. (2015). The quality scores generated through the
rated into this SLR.
QEs were used as one of the exclusion criteria in the current
The information on the topic of research presented in sys-
SLR. The studies that obtained at least 4.5 QE scores out of
tematic reviews differs from that of semi-systematic or inte-
9 were selected. After the evaluation of the quality scores
grative reviews, which are based on the author’s viewpoint
(Snyder, 2019). A systematic review aims to identify all of each of the identified studies, 44 studies were consid-
empirical evidence that fits the pre-specified inclusion crite- ered for further synthesis.
ria to answer a particular research question, objectives, or
hypothesis (Snyder, 2019, p. 334), which coincides with the Criteria for Quality Evaluation (QE)
study objectives. Additionally, our research focuses specifi-
cally on the characteristics of SMIs. It adheres to the quanti- 1. What was the study design? The scores are (+2) for
tative nature of sample characteristics, analyses and quantitative, (+1.5) for qualitative and 0 for not
evaluations that can be useful for public policy and practice. defined.

Figure 1. Review Protocol.

Bhardwaj et al. 5

2. Are strengths and limitations defined with clarity? (c) research published in English. Several studies were
The scores are (+2) for yes, (+1) for partially and 0 excluded for a variety of reasons, including (a) duplicate
for no. studies (with the same DOI), (b) book chapters, disserta-
3. Are results justified? (+2) if the sum of H index and tions and other grey literature, and (c) studies that did not
citations is greater than or equal to 100, (+1.5) if the meet the QE criteria. A total of 139 studies were identified
sum is between 50 and 99, and (+1) if it ranges through the database search using selected keywords up to
between 1 and 49 and 0 if the sum is 0. November 2023. Taking into account business manage-
4. Is the study published in a recognized journal? (+1) ment and psychology subjects, 106 papers were identified.
for yes and (0) for no. We can reach 102 documents once we filter them based on
the document type. It was then necessary to consider only
journal articles and conference proceedings, which resulted
Selection of Studies in 138 articles. Following this, each of these 94 studies was
As far as reporting systematic reviews is concerned, this independently reviewed by each member of the panel fol-
approach follows PRISMA guidelines. We have used the lowing the QE criteria that had been established. Articles
Scopus database because it provides comprehensive data were rated based on QE criteria (see Figure 1). The score
sources for SLR analysis and tends to be the most reliable, for inclusion of a study in the database was 50% of the total
trusted and powerful database (Bergman, 2012). It is con- score of 9, which is 4.5 (Seth et al., 2020). Finally the
sidered standard and should cover as many studies as pos- number reached 90.
sible, especially in consumer behaviour (Rimkute et al.,
2016) and the business management field (Borthakur,
2020). For consistency with the previously published sys- Findings
tematic reviews in marketing field (Christofi et al., 2017), Descriptive Analysis
it was searched for titles, keywords/subject terms and
abstracts, usually for systematic literature reviews (Pisani The trends, strengths and weaknesses of existing literature
et al., 2017). Based on this survey, we found a set of rele- on SMIs can be identified by mapping the literature with
vant keywords that were frequently used, therefore, estab- descriptive analysis. The following section based on RO1
lishing a pattern based on the keywords that were used (research objective 1) describes the reviewed studies’ tech-
frequently. The combination of keywords and search nical features (e.g., publication year, article type, the
syntax can be seen in Figure 2. method used, study location and publications outlets). This
The articles included were based on several criteria: (a) analytical approach offers insights into the nature of exist-
empirical studies, review papers and conference proceed- ing literature, enabling the identification of potential
ings; (b) research published in peer-reviewed journals; and research gaps for further exploration and development.

Figure 2. Combination of Keywords.

6 Vision

Year of Publication has been utilized in 37% of the studies, followed by SEM
Figure 3 illustrates a noticeable upswing in articles referenc- and factor analysis, which is employed in 24% of the total
ing SMIs, particularly since 2019. During this period, the studies. Subsequently, those rigorous statistics and analyti-
term ‘influencer’ experienced a surge in popularity, as indi- cal tools have seldom been utilized to infer nuances of
cated by Google Trends (2021). The COVID-19 pandemic social influencers.
significantly reshaped the advertising landscape, propelling
influencer marketing into the forefront of marketing strate- Thematic Analysis
gies (Madhvan et al., 2022). Despite initial predictions of a
decline in influencer marketing spending in early 2019 due This section is based on RO2 (research objective 2), where
to the pandemic, there was a subsequent resurgence in we have explained the themes of SMIs impacting certain
influencer-led campaigns, solidifying influencers as integral facets of consumer behaviour—consumer decision-making,
components of the mainstream marketing mix. It must be consumer attention, consumer brand admiration, consumer
noted that although academic knowledge production peaked self-expression and consumer purchase intention.
in 2023, this year’s data need to be completed since we have Consumer Decision-making
included papers that appeared before this study was written.
Advertising through SMIs to connect with a large audience
Geographic Distribution of Studies is considered a significant factor in consumer decision-
As shown in Figure 4, Finland, the United States and making (Pick, 2021). The decision-making process of the
Ireland had the most significant number of studies, fol- follower is majorly influenced by the quality of the infor-
lowed by India, the United Kingdom and Malaysia. mation provided by the social influencer (Price et al.,
However, this field of research deserves to be advanced 2008). Social interaction between two people, whether
due to the increase in annual articles and the geographical highly central to a consumer’s choice (e.g., when negotiat-
scope of articles. ing with the salesperson in a retail store) or more peripheral
(e.g., when browsing in the store among other shoppers)
Study Type plays a critical role when making any decisions related to a
From Figure 5, it is seen that there are 40 empirical studies, purchase (Ki & Kim, 2019; Tanner et al., 2007). It is also
one conceptual and one case study each, and three review found that the perceived high information value signifi-
papers. cantly impacted the consumer’s decision-making process
(De Veiman et al., 2017; Fransen et al., 2015; Schneewind
Statistical Tools Used & Sharkasi, 2022). Behaviour and purchase decisions were
A review of analysis techniques in Figure 6 indicates that also influenced by perceived utility, enjoyment of the expe-
PLS-SEM is the most prevalent data analysis method and rience and brand usage intentions (Apasrawirote et al., 2022).

Figure 3. Bar Graph Showing the Number of Publications from 2015 to 2023.
Bhardwaj et al. 7

Figure 4. Bar Graph Showing the Geographical Distribution of the Studies.

Figure 5. Bar Graph Showing the Type of Studies Being Considered for this Review.
8 Vision

Figure 6. Statistical Tools Being Used in the Studies Considered for this Review.

Also, advertising trust may reduce the consumer’s per- only when the consumer finds any good reason to engage
ceived complexity and perceived risk while making deci- in the behaviour an influencer seeks (Ki & Kim, 2019;
sions (Li & Peng, 2021). The decision-making process for Wang et al., 2023). The consumer–brand relationship
purchases may vary as a result of habits based on perceived should be strong to achieve high sales, low price sensitiv-
value and attitudes, including internet shopping addiction, ity, brand loyalty and high profitability (Aaker &
self-esteem behaviour, self-problem solving, lavish con- Joachimsthaler, 2000). Also, an established brand, espe-
duct in daily life and any other similar behavioural features cially in a highly competitive market, proves to be a strong
(Apasrawirote et al., 2022). competitive advantage, thereby aiding in creating a con-
sumer pull (Trivedi & Sama, 2019). The study by Park
Consumer Attention
et al. (2016) found that brand admiration was an essential
The widespread distribution of content across all social measure of a customer-brand relationship. It also found
media platforms, including Facebook, Twitter, Instagram that brand admiration comprised three elements: brand
and YouTube (Cabeza-Ramírez et al., 2023), as well as the love, trust, and respect (Trivedi & Sama, 2019).
ongoing emergence of new, dynamic platforms like Twitch
and TikTok and their unprecedented integration into peo- Consumer Self-expression
ple’s daily lives (Cabeza-Ramírez et al., 2023) have given Social commerce has been viral among people in recent
businesses and organizations new opportunities to increase years as it allows customers to reach out to retailers
brand awareness and a creative way to draw in customers promptly without delay, which leads to the growth of
and also facilitate in improving the relationships with them emerging markets (e-marketer, 2018; Lim et al., 2020).
(Braojos-Gomez et al., 2015; Cabeza-Ramírez et al., 2023). Also, it is regarded as an ideal platform for customers to
Also, several organizations use social media to communi- share their personal experiences and other information
cate with different stakeholders to build a good image inter- related to the product (Lim et al., 2020; Liu et al., 2019;
actively and sustainably with their stakeholders, including Um et al., 2019 ). Using social media, fans tend to follow
consumers (Gupta et al., 2021). Accessibility to information celebrities and micro-celebrities in various aspects, like
has increased customers’ awareness and sensitivity towards liking or commenting on what they post, asking them about
society and the environment (Gupta et al., 2021). the products they advertise, also keep following their daily
life activities regularly (Jin & Muqaddam, 2019).
Consumer Brand Admiration
Users tend to connect to social media websites to fulfil Consumer Purchase Intention
their information, entertainment and mood management Purchase intention indicates the likelihood that a consumer
needs, and the desire of the customers to comply with the plans or will be willing to buy a particular brand in the future
suggestions given by social media influencers increases (Chetioui et al., 2020; Zhang et al., 2023). Previous studies
Bhardwaj et al. 9

that were conducted based on influencer marketing sug- together to clarify the complex dynamics of influencer
gested that customer attitude towards a specific brand impact. For instance, Persuasion Knowledge Theory delves
directly impacted their intention to purchase the product into how individuals interpret and respond to persuasive
(Chetioui et al., 2020; Erkan & Evans, 2018; Pradhana efforts, while Social Learning Theory explores the influ-
et al., 2016). Some of the measures like brand image, brand ence of observational learning on personal development
attitude, brand quality and attributes, knowledge about the and societal dynamics. The Social Cognitive Theory high-
brand and brand loyalty (Chetioui et al., 2020; Tariq et al., lights how contextual factors and self-efficacy influence
2013) and e-WOM (Chetioui et al., 2020; Kudeshia & behaviour. Partner dynamics are explored by Social
Kumar, 2017) strongly influence purchase intention. The Exchange Theory, which highlights the importance of cost-
followers who recognize a higher influential power from benefit analysis. Additionally, theories such as the Theory
digital influencers reported more engagement to the brands of Planned Behaviour and Uses and Gratification Theory
recommended by digital influencers, higher expectations of offer insights into the psychological factors shaping inten-
brand value and thereby a higher intention to purchase the tions and media consumption patterns. The inclusion of the
brands recommended by the digital influencers (Jiménez- SMI Value Model underscores the multifaceted criteria
Castillo & Sánchez-Fernández, 2019; Ladhari et al., 2020). influencing an influencer’s efficacy and perceived value in
shaping opinions and behaviours.
The Growing Role of Immersive Technology
The complexity of the customer environment has increased
as a result of digital technologies, and digital marketing Nomological Model Based on
through social media allows companies to achieve their mar- S-O-R Framework
keting objectives at a relatively low cost (Masuda The section applies the S-O-R model to highlight the intri-
et al., 2022). As a result of the rapid development of digital cate dynamics of influencer marketing through a nomologi-
technology and marketization, there is an increased desire cal model (RO3). It positions influencers’ attributes as exter-
for new products among consumers (Wang & Lee, 2021). nal stimuli, serving as catalysts that influence the internal
Social media have grown to be an integral part of people’s state, and perceived characterization, of the audience. This,
lives thanks to ‘internet-based applications that build on the in turn, shapes the response, and behavioural intention,
ideological and technological foundations of Web 2.0’ that towards the brand/product. The S-O-R framework provides
‘enable the creation and exchange of user-created content’ a theoretical lens for understanding how qualities like attrac-
(Kaplan & Haenlein, 2010, p. 61). Social media refers to a tiveness, expertise and interaction (among others as shown
collection of software-based digital technologies that pro- in Figure 7) act as stimuli, impacting consumers’ perceptions
vide users with digital environments through which they can and, subsequently, their behavioural intentions. Moreover,
receive and send digital content or information over some the section delves into mediating and moderating factors,
online social network that is being presented as apps and exploring how perceived characterization moderates the
websites (Appel et al., 2020). Also, Instagram, YouTube and relationship between influencers’ attributes and behavioural
other sites are no longer just used for private sharing but also intentions. The model, thus, enriches the understanding of
have been developed into effective advertising channels dur- the intricate processes at play within the influencer–con-
ing the previous 10 years (Pick, 2021). Live video streaming sumer relationship, offering practical insights for effective
has emerged as an effective marketing channel and is being influencer marketing strategies.
supported by new technologies and is being provided
through personal computers and smartphones (Apasrawirote
et al., 2022; Chen & Lin, 2018). An S-O-R Informed Nomology: Casting a
Studying how technology and influencer marketing Wider Net
impact consumer behaviour is crucial. As virtual and aug- The current study identifies several crucial direct and inter-
mented realities change how people engage with a brand, it mediate relationships among the factors extracted from the
is important to understand how marketers use these tech- articles reviewed. This study categorizes the identified con-
nologies. When influencers use immersive experiences, it structs into four broad dimensions namely: influencer attri-
strongly influences how consumers see and buy products. butes, perceived characterization and behavioural intention.
Examining how these technologies enhance influencers’ Further, it attempts to develop a nomological net of the con-
persuasive power may reveal new aspects of consumer structs, thereby providing avenues for future studies.
behaviour. Exploring the connection between immersive Figure 7 depicts the several influencers’ attributes that
tech and influencer marketing would give insights into may drive favourable consumers’ behavioural intentions
changing brand–consumer relationships, helping market- towards a brand. Attractiveness, expertise, originality,
ers develop better strategies. interaction, expertise, trustworthiness and are highly influ-
Table 2 provides a summary of the concepts from the ential antecedents of consumers’ behavioural intentions
disciplines of media studies, psychology and sociology towards the brand endorsed by the influencer (Vrontis
that are used in the context of SMIs. All of these ideas work et al., 2021). However, brand congruence, brand fit and
10 Vision

Table 2. Theories Employed in the Context of SMIs.

Theory Explanation Context

Persuasion knowledge The theory describes how people perceive, grasp and respond to persuasive attempts, Psychology
theory with an emphasis on understanding the strategies and reasons employed by
communicators to affect attitudes and actions.
Social learning theory This theory explains how people learn behaviours, attitudes and emotional Sociology
reactions by copying and observing others. This has an impact on one’s growth
as well as societal dynamics.
Social comparison theory The theory defines, how people judge themselves by comparing their skills, beliefs Sociology
and personality traits to those of others. This comparison-based self-evaluation
may have an impact on motivation, emotional health and self-perception.
Social cognitive theory According to this theory, self-efficacy and drive are significant factors in determining Sociology
behaviour. It contends that people learn and grow via interactions with their
environment, cognitive processes and peer observation.
Social exchange theory According to the theory, people enter into partnerships after doing a cost-benefit Sociology
analysis, hoping to maximize benefits and reduce costs.
This analysis shapes interactions, commitments and relationship dynamics.
Social influencer theory The theory discusses SMIs, who earn authority and followers by spreading material Sociology
that affects people’s opinions and behaviour.
Theory of planned The theory contends that individual intentions are impacted by attitudes, arbitrary Psychology
behaviour standards and the perception of behavioural control, which then drive actions
through cognitive processes and predict behavioural outcomes.
Uses and gratification The theory explains how people actively select and consume media to satisfy certain Media
theory wants and desires, moulding their media preferences and habits by their own goals.
Social-mediated crisis This theory pertains to tactics employed by influencers in the handling of crises via Media
communication theory social media platforms, utilizing their extensive reach and real-time capabilities to
facilitate efficient communication in times of emergency.
Social media influencer The model explains various criteria in influencer marketing such as the calibre of Sociology
value model material, level of engagement, authenticity and the ability to establish a relationship
with the audience. All of these characteristics contribute to the efficacy and perceived
value of an influencer in influencing ideas and behaviours.

Figure 7. Nomological Model with Significant Antecedents, Mediators, and Moderators of Potential Outcomes.
Bhardwaj et al. 11

influencer betrayal are not studied in their entirety and consumer behaviour. This article includes a comprehensive
require academic rigor. literature analysis that offers useful insights into the impact
Perceived characterization acts as a catalyst in prolifer- of SMIs on many consumer behaviours, such as consumer
ating consumers’ intention towards the endorsed products. decision-making, consumer attentiveness, consumer brand
Among the identified constructs, satisfaction, trust and admiration, consumer self-expression and immersive tech-
information credibility are considered crucial in elevating nology. The results of our study reveal noteworthy obser-
consumers’ intentions (Borges-Tiago et al., 2023). vations that form the basis for our suggestions. These
However, fashion consciousness, influencer coolness and recommendations aim to assist marketers, influencers and
popularity perception might be crucial in driving favoura- companies in successfully navigating the ever-changing
ble intentions as these individual traits may be character- realm of social media. By implementing this advice, they
ized by influencer-led and consumer-oriented constructs, may establish deeper relationships with customers and
bridging the demand–supply gap. achieve favourable brand outcomes through the use of
In addition, willingness to adopt recommendations and SMIs.
search information are identified as novel outcomes as The review constantly highlights the substantial impact
compared to conventional behavioural outcomes like pur- that SMIs have on customer decision-making (Pick, 2021;
chase intentions. Therefore, future studies may focus on Price et al., 2008). The results of our study suggest that
more psychological outcomes rather than focusing on consumer decision-making is influenced by several key
over-studied behavioural outcomes. Further, the role of elements, namely high information value, perceived use-
consumers’ psychological behaviour could be examined in fulness, enjoyment and advertising trust (Apasrawirote
driving their behavioural intentions. et al., 2022; De Veiman et al., 2017; Fransen et al., 2015; Li
& Peng, 2021; Schneewind & Sharkasi, 2022). By inte-
grating influencers into the decision-making process
Intermediate Relationships
through methods such as reviews, demos, testimonials and
The study unveils various mediating and moderating vari- storytelling, marketers have the potential to augment cus-
ables. Surprisingly, all the mediating and moderating tomer trust and confidence, increase the value of informa-
relationships were found between perceived characteriza- tion and enhance the overall enjoyment of the experience,
tion and its antecedents. However, none of the reviewed all of which can eventually impact consumer purchase
articles examined such relationships between perceived behaviour. Moreover, the inclination of consumers to
characterization and its outcomes. For instance, studies adhere to the recommendations put forward by SMIs is
have investigated the mediating effect of fashion con- contingent upon the presence of a compelling rationale for
sciousness between the association of message authentic- engaging in the desired behaviour (Ki & Kim, 2019).
ity and brand attitude (Cabeza-Ramírez et al., 2022). Therefore, marketers should employ influencer marketing
While, other studies have analysed the mediating effect campaigns as a means to promote special deals, offers,
of para-social relationships, brand trust and brand contests and giveaways.
attitude among others between the relationship between Additionally, a crucial factor to consider is the ability to
influencers’ attributes and perceived characterizations capture and sustain customer attention in the abundance of
(Reinikainen et al., 2021; Schneewind & Sharkasi, 2022). information available in today’s digital world. The litera-
However, several mediating relationships have been ture review underscores the fact that the extensive dissemi-
found in the extant literature between the association of nation of content across diverse social media platforms has
Influencers’ attributes and perceived characterizations. presented businesses and organizations with novel pros-
Surprisingly, only moderating associations, involvement pects for augmenting brand recognition and employing
and message process were found in the earlier studies. innovative strategies to attract customers (Blombäck &
These moderating relationships were established between Ramírez-Pasillas, 2012). This highlights the necessity for
the association of influencers’ attributes and perceived influencers to effectively capture the attention of custom-
characterizations (Trivedi & Sama, 2019; Von Mettenheim ers within the very competitive digital landscape. The use
& Wiedmann, 2021). Therefore, the current study of aesthetically captivating and immersive material, incor-
observes that future studies should focus more on estab- porating narrative elements and utilizing interactive
lishing more indirect relationships between perceived formats are approaches that have the potential to augment
characterization and behavioural intention for better com- customer engagement. To engage the interest of consum-
prehension of the concept. ers, companies may also engage in the exploration of
diverse visual content formats, such as photographs, videos
and animations. This heightened focus has the potential to
Discussion lead to amplified recognition of the brand, enhanced inter-
This part is focused on addressing RO4, which pertains to action with consumers and more visibility of the brand.
the exploration of potential future study directions con- Furthermore, the study highlights the importance of cul-
cerning the influence of social media influencers on tivating brand appreciation and promoting customers’
12 Vision

self-expression. To foster brand appreciation, marketers between influencer attributes and behavioural intentions.
should give precedence to influencer collaborations that The nomological model not only synthesizes existing
emphasize similar values, authenticity and trustworthiness. knowledge but also points towards gaps in current research.
It is advisable for brands to actively promote the cultiva- It suggests that future studies should focus on establishing
tion of enduring connections between influencers and their more indirect relationships between perceived character-
audience, as this facilitates the development of authentic ization and behavioural intention for a better comprehen-
and unwavering brand endorsement. Companies can foster sion of the concept within the influencer marketing land-
favourable brand connections and enhance customer appre- scape. This aligns with the S-O-R framework, emphasizing
ciation by establishing strategic alliances with influencers the importance of understanding how external stimuli
whose beliefs are congruent with their brand. (influencers’ attributes) influence the internal state (per-
According to Liu et al. (2019), Um et al. (2019) and Lim ceived characterization), ultimately shaping consumers’
et al. (2020), social media platforms provide an optimal behavioural responses. Additionally, the model advocates
avenue for customers to disseminate their own experiences for a shift towards exploring more psychological outcomes,
and other information about products. Marketers have to such as willingness to adopt recommendations and infor-
strategically utilize influencers that align with the ambi- mation search, urging researchers to go beyond traditional
tions, beliefs and interests of their target audience. This behavioural intentions and delve into the intricacies of
approach allows customers to establish a connection with consumer–influencer interactions. Thus, the nomological
the brand and express their identity via affiliation. model presented in the study provides a roadmap for future
Implementing user-generated content campaigns and pro- research in the area of influencer marketing, encouraging
moting customer participation in sharing their experiences scholars to explore new dimensions and refine the under-
may effectively augment the notion of self-expression and standing of the S-O-R process within this dynamic
foster a feeling of community centred on the brand. context.
Furthermore, with the ongoing advancement of immer-
sive technologies such as augmented reality (AR) and
virtual reality (VR), marketers must contemplate their
Practical Implications
incorporation into influencer marketing strategy. By utiliz- This study offers significant insights for companies and
ing AR and VR, influencers can provide customers with influencers from a management standpoint. The research
immersive and engaging experiences that augment their highlights that companies have an indirect effect on con-
comprehension of products, facilitate trial opportunities sumers through using influencers. Specifically, the practice
and foster engagement. According to the findings of of corporations employing influencer marketing on social
Apasrawirote & Yawised (2022), it is evident that con- media positions influencers as the primary agents, while
sumer decision-making is significantly influenced by the brands assume a secondary role in this strategic approach.
level of enjoyment experienced. It is recommended that Brands strategically identify and establish connections
companies allocate resources towards the creation of AR with influencers, specifically those who possess qualities
and VR content that enhances their offerings, corresponds such as attractiveness, credibility, engagement, interactiv-
with the narratives of influential individuals and fosters ity, expertise, compatibility with their products, likability,
lasting customer impressions. influence over opinions, popularity, trustworthiness,
The review, utilizing the nomological approach, ulti- uniqueness and a lack of excessively self-serving motives.
mately illuminates several areas of inquiry that have not This approach aims to stimulate desired consumer behav-
yet been explored, so presenting opportunities for further iour towards their respective brands. Furthermore, the
investigation within the wider academic community. The analysis demonstrates that social media influencers exert a
nomological model serves as a valuable tool for discerning direct impact on consumer behaviour about the brands they
the mediating and moderating elements that influence the endorse. This influence encompasses various aspects such
connection between an influencer’s qualities and their as brand attitude, brand awareness, brand involvement,
behavioural intention. The research gaps highlighted in brand recall and brand trust. Additionally, the influencers
this study may serve as a basis for future research endeav- themselves are affected by this influence, including their
ours aimed at advancing and significantly impacting the follower count and level of influence. Moreover, the
field of SMIs and influencer marketing. broader social media community is also influenced by
these influencers, as evidenced by factors such as recom-
mendations and social sharing. The curation of material by
Implications influencers on social media has the potential to impact the
Theoretical Implications responses of consumers towards these stakeholders. The
review suggests that content of this nature needs to possess
The nomological model presented in the study proves qualities such as authenticity, credibility, informativeness,
instrumental in discerning the significant interplay of originality and transparency (in terms of disclosure).
mediating and moderating factors influencing the link The factors of message appeal and message process
Bhardwaj et al. 13

involvement play a significant role in enhancing the influ- integrates significant precursors, intermediaries and mod-
encer’s capacity to promote desired consumer behaviour erators of prospective consequences, as well as contextual
among their followers. This includes fostering positive elements. This form of integration has the potential to offer
audience engagement, brand recognition, influencer credi- novel insights that can inform and shape future scholarly
bility and social behaviour. However, it is important to note investigations.
that audience comments, assurance, hashtags, insights, and
the frequency of posts can either moderate or negate the Declaration of Conflicting Interests
potential desired impact that influencers may have on their The authors declared no potential conflicts of interest with respect
followers through social media platforms. to the research, authorship and/or publication of this article.

Funding
Limitations
The authors received no financial support for the research,
The extent of this systematic review was restricted to authorship and/or publication of this article.
papers written in English and accessible through the
Scopus database. As a result, conference proceedings, book
chapters, dissertations, and other forms of grey literature ORCID iD
were not taken into account. There is a possibility of the Hasnan Baber https://orcid.org/0000-0002-8951-3501
omission of pertinent material within our field. Furthermore,
it should be noted that the search parameters and filtering
strategy employed in this study may not have included all References
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Sons. Baaren, R. V. (2007). Of chameleons and consumption:
16 Vision

The impact of mimicry on choice and preferences. Journal of Maldives. Her research interests include consumer behav-
Consumer Research, 34(6), 754–766. iour, behavioural reasoning theory and sustainability. She
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). has published in journals such as the Journal of Business
Influencer marketing as a tool of digital consumer engage- Research, Journal of Environmental Management, Journal
ment: A systematic literature review. Indian Journal of
of Retailing & Consumer Services and among others.
Marketing, 51(10), 27. https://doi.org/10.17010/ijom/2021/
v51/i10/166439
Navin Kumar ([email protected]) is a budding
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends
in influencer marketing: A review and bibliometric analysis. academician. He has published in high-quality journals
Journal of Interactive Advertising, 22(1), 1–27. https://doi. including The Service Industries Journal, International
org/10.1080/15252019.2021.2007822 Review on Public and Nonprofit Marketing, Journal of
Tariq, M. I., Nawaz, M. R., Nawaz, M. M., & Awais, B. (2013). Hospitality and Tourism Insights, among others. He has also
Customer perceptions about branding and purchase intention: presented his work at the American Marketing Association
A study of FMCG in an emerging market. Journal of Basic (AMA) summer conference and the PAN-IIM World
and Applied Scientific Research, 9572(2), 127–143. Management Conference.
Thomas, V. L., & Fowler, K. (2023). Examining the outcomes
of influencer activism. Journal of Business Research, 154, Ruchi Gupta ([email protected]) is an experi-
113336. enced educator having over two decades of teaching experi-
Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and
ence at University of Delhi, India. She is currently working
outcomes of digital influencer endorsement: An exploratory
as a Professor at Shaheed Bhagat Singh College, University
study. Psychology & Marketing, 36(12), 1267–1276.
Trivedi, J., & Sama, R. (2019). The effect of influencer marketing of Delhi, India. Her research interests include digital market-
on consumers’ brand admiration and online purchase inten- ing, consumer behaviour and advertising. She has publica-
tions: An emerging market perspective. Journal of Internet tions in ABDC- and Scopus-indexed journals including
Commerce. https://doi.org/10.1080/15332861.2019.1700741 Journal of Cleaner Production, Information and Learning
Um, N. H. (2019). Antecedents and consequences of consumers’ Sciences, International Journal of Social Economics, and
attitude toward social commerce sites. Journal of Promotion many more. Three of her recent publications are listed in
Management, 25(4), 500–519. World Health Organisation’s (WHO) COVID-19 repository.
Von Mettenheim, W., & Wiedmann, K. P. (2021). The complex She has also authored books on Advertising and Marketing,
triad of congruence issues in influencer marketing. Journal of chaired sessions at international conferences and has pre-
Consumer Behaviour, 20(5), 1277–1296.
sented her work at many international forums.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021).
Social media influencer marketing: A systematic review, inte-
grative framework and future research agenda. International Hasnan Baber ([email protected]) is an Assistant
Journal of Consumer Studies, 45(4), 617–644. Professor of management, strategy and entrepreneurship at
Wang, L., & Lee, J. Y. (2021). The impact of K-beauty social the American University of Sharjah, Sharjah, UAE. He has
media influencers, sponsorship, and product exposure on received a PhD degree in management studies from
consumer acceptance of new products. Fashion and Textiles, Woosong University, Daejeon, South Korea, and two
8(1). https://doi.org/10.1186/s40691-020-00239-0 master’s degrees in business administration and public
Wang, T., Thai, T. D. H., Yeh, R. K. J., & Tamariz Fadic, C. administration. He was awarded as a meritorious student
(2023). Unveiling the effect of benign and malicious envy during his doctoral programme. He has authored or
toward social media influencers on brand choice. Journal of co-authored more than 60 research articles indexed and
Research in Interactive Marketing. https://doi.org/10.1108/
listed in Scopus, SSCI and ABDC. He has been featured in
jrim-11-2022-0335
the top 2% of scientists list by Stanford University in 2022
Young, W., Russell, S. V., Robinson, C. A., & Barkemeyer, R.
(2017). Can social media be a tool for reducing consumers’ and 2023. He is a Guest Editor, an Associate Editor, an
food waste? A behaviour change experiment by a UK retailer. editorial board member and an advisor for various reputed
Resources, Conservation and Recycling, 117, 195–203. journals. His areas of research are crowdfunding, fintech,
Zhang, Y., Shao, Z., Zhang, J., Wu, B., & Zhou, L. (2023). The entrepreneurship, sustainability, technology adoption and
effect of image enhancement on influencer’s product recom- digitalization.
mendation effectiveness: The roles of perceived influencer
authenticity and post type. Journal of Research in Interactive Amita Venkatesh ([email protected].
Marketing. https://doi.org/10.1108/JRIM-09-2022-0286 in) is a PhD Research Scholar at the Christ (Deemed to be
University), India. She has presented her research papers in
the field of Marketing and Advertising at many Indian
About the Authors
forums.
Seema Bhardwaj ([email protected]) is an
Assistant Professor at Maldives Business School, Male,