Title: Decoding the influence: a meta-analysis on social media influencer marketing

Authors: Xiaofeng Jia; Yang Yi; Soyeon Ahn

Addresses: School of Media and Communication, Bowling Green State University, Bowling Green, OH 43402, USA ' Department of Communication Studies, School of Communication, University of Miami, Coral Gables, FL 33146, USA ' Department of Educational and Psychological Studies, School of Education and Human Development, University of Miami, Coral Gables, FL 33146, USA

Abstract: Over the last couple of years, the exponential expansion of social media influencers (SMIs) has led to the widespread adoption of influencer marketing into business strategies. Recognising the significance of understanding how SMIs effectively engage with their audiences, industrial professionals and researchers highlight the crucial role of influencer marketing in enhancing brand visibility, reaching targeted demographics, and driving business growth. Despite the growing attention, there has been limited effort to identify the factors of SMIs associated with consumers' decision-making processes. This meta-analysis quantitatively synthesised 215 effect sizes derived from 88 empirical studies that relate the source characteristics of SMIs (perceived credibility, expertise, attractiveness, and similarity) and a psychological factor (parasocial interaction) with customers' attitudes and purchase intentions of the brands or products. The results indicate that all five factors have significant and positive relationships with consumers' brand attitudes and purchase intentions. In addition, they are related to outcomes in a similar manner in terms of their magnitude and direction. This indicates that each SMIs' characteristic holds comparable importance in influencing consumer brand attitudes and behavioural intentions. The theoretical and practical implications of this study are discussed.

Keywords: social media influencers; SMIs; influencer marketing; social media; consumer behaviour; meta-analysis.

DOI: 10.1504/IJIMA.2026.157312

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.4, pp.436 - 466

Received: 01 Jan 2024
Accepted: 15 May 2024
Published online: 28 Oct 2026 *

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