The power of influence: How social media influencers are shaping consumer decision making in the digital age

Abstract

The prevalence of social media influencer (SMI) marketing has compelled businesses to adjust to the changing landscape of the digital age. This adjustment is driven by the substantial influence that social media influencers (SMIs) wield over consumer decision‐making; however, prior research often treated SMI strategy, content, and credibility as separate elements, leaving a knowledge gap on how these elements intersect and collectively influence SMI and consumer behavior. This study aimed to bridge this research gap by synthesizing existing literature on SMIs and consumer decision making, with a focus on SMI strategy, content, and credibility. It employed a systematic literature review with a hybrid domain‐based approach, integrating the strengths of various review types while addressing their limitations. This study employed a constructivist qualitative methodology with a reflexive thematic analysis approach. It focused on synthesizing and analyzing literature from EBSCO databases on social media influencer marketing and consumer behavior, following carefully designed inclusion and exclusion criteria. The findings revealed that SMI Strategy, SMI Content, and SMI Credibility are interconnected components of SMI marketing, and even subtle modifications to these elements can significantly influence consumer decision‐making. This study provides a holistic understanding of SMI marketing, emphasizing the interplay of SMI strategy, content, and credibility in shaping consumer choices. It offers valuable insights for businesses navigating the dynamic landscape of SMI marketing increasing their comprehension of the phenomenon.