A Literature Review on the Influence of Social Media Influencers on Consumer Purchase Intention and Brand Perception

Abstract

Abstract

The proliferation of social media platforms has fundamentally transformed marketing communication strategies, establishing social media influencers as pivotal intermediaries between brands and consumers. The digital ecosystem has created unprecedented opportunities for influencers to shape consumer attitudes, preferences, and purchasing behaviours through authentic content creation and parasocial relationships with their audiences. This review systematically analyses how influencer characteristics—including credibility, authenticity, expertise, and relatability—affect consumer decision-making processes and brand evaluations. The study explores theoretical frameworks underpinning influencer marketing effectiveness, including the Source Credibility Model, Parasocial Interaction Theory, and the Elaboration Likelihood Model, demonstrating their applicability in understanding consumer responses to influencer endorsements. Contemporary research reveals that influencer marketing effectiveness depends on multiple factors: perceived authenticity of sponsored content, congruence between influencer persona and brand values, engagement quality rather than mere follower quantity, and the trust established through consistent content delivery. The review highlights how Generation Z and Millennial consumers particularly respond to micro-influencers and nano-influencers who demonstrate genuine product experiences rather than overtly commercial messaging. Furthermore, this review addresses the evolving landscape of influencer marketing across platforms including Instagram, TikTok, YouTube, and emerging social media channels, examining platform-specific consumer behaviours and engagement patterns. The synthesis reveals that purchase intention is significantly influenced by perceived influencer trustworthiness, content relevance, and the emotional connection fostered through regular interaction. Brand perception, meanwhile, is shaped by the alignment between influencer values and brand positioning, with incongruent partnerships potentially damaging brand equity. The findings indicate that strategic influencer selection, authentic content co-creation, and transparent disclosure practices are essential for maximizing marketing effectiveness while maintaining consumer trust. This comprehensive review provides valuable insights for marketing practitioners and researchers seeking to understand the complex dynamics of influencer-driven consumer behaviour in the contemporary digital marketplace.