Social Media Influencer Marketing: A Systematic Literature Review Using TCM and ADO Framework

Abstract

Social media influencers (SMIs) have a significant impact on consumer decisions, and research in this area comprises a substantial portion of the literature. Despite marketing firms' attention to SMIs, a comprehensive evaluation of their impact on the consumer decision literature is lacking. Therefore, this study offers a comprehensive and systematic analysis of the impact of social media influencers on consumer decisions. Using a framework-based approach, the TCM framework provides a structured exploration of the theories, contexts, and methods found in 106 relevant articles. Concurrently, the ADO framework examines the determinants of consumers' decisions. This review identifies 62 distinct antecedents categorized into seven broad groups and explores why specific factors positively or negatively affect purchase decisions and outcomes. This study highlights key gaps in the current influencer marketing literature and provides insights for future research and practical implications in the fields of psychology, marketing, and consumer behavior.