Foundations of consumer engagement with social media influencers
by Tatyana Bastrygina; Weng Marc Lim
International Journal of Web Based Communities (IJWBC), Vol. 19, No. 2/3, 2023

Abstract: This article is a systematic review of recent and relevant journal articles on consumer engagement with social media influencers using the PRISMA protocol. The review in this article reveals several noteworthy findings pertaining to the factors (antecedents) influencing consumer engagement with social media influencers who subsequently affect consumer behaviour toward the brands promoted and used by social media influencers (outcomes). In terms of antecedents, this article finds that consumers may engage with social media influencers due to: 1) brand-related reasons such as brand placement; 2) influencer-related reasons such as attractiveness, authenticity, content, credibility, endorsement, expertise, opinion leadership, originality, relatability, and trustworthiness of the influencer; 3) social-related reasons such as social influence and word-of-mouth. In terms of consumer engagement, this article finds that consumers engage with social media influencers in four ways, namely clicking, commenting, liking, and sharing the posts of social media influencers. In terms of outcomes, this article finds that consumers' engagement with social media influencers can influence their attitude, awareness, credibility perception, loyalty, purchase intention, relationship, responses and trust toward brands. Implications and future research directions conclude this article.

Online publication date: Fri, 09-Jun-2023

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