Systematic Literature Review And Future Research Agenda Of Influencer Marketing-Based Behaviour

Abstract

This paper presents a systematic literature review of influencer marketing-based consumer behaviour, covering 60 peer-reviewed studies published between 2019 and 2025. The review identifies key influencing factors such as credibility, Para social interaction, content quality, and social identity, and categorizes them using a modified Input–Process–Output (IPO) model. Four major dimensions are examined: influencer characteristics, consumer psychology, behavioural outcomes, and platform-specific elements. Commonly applied theories include the Source Credibility Theory, Social Identity Theory, and the Heuristic-Systematic Model. The study highlights research gaps, including limited longitudinal analysis, cultural diversity, and the ethical challenges of emerging technologies like AI influencers. A future research agenda is proposed to guide scholars towards unexplored areas such as sustainable influence and micro-influencer impact. The findings offer a comprehensive foundation for understanding how influencer marketing shapes consumer attitudes and decision-making in the evolving digital landscape