SOCIAL MEDIA INFLUENCERS AND INFLUENCER MARKETING: A SYSTEMATIC LITERATURE REVIEW

Abstract

The rise of Social Media Influencers (SMIs) has positioned Influencer Marketing (IM) as a pivotal strategy for businesses. Despite growing interest, research remains fragmented. This paper consolidates existing literature, analyzing 61 studies from the SCOPUS database to provide a comprehensive overview of IM dynamics. We explore how SMIs influence consumer intentions and behaviors, culminating in a multidimensional framework that identifies key variables, mediators, and moderators affecting consumer outcomes. This framework highlights various themes and research gaps, paving the way for future inquiries into emerging areas within influencer marketing. Ultimately, this study enriches the understanding of IM and offers valuable insights for academics and practitioners navigating this dynamic field.