Literature Review on Determinants Shaping the Impact of Social Media Influencers on Consumer Perception

The current literature review integrates findings from multiple studies regarding factors that determine how social media influencers affect consumer perception.The primary themes revolve around influencer credibility together with authenticity and trust while also including content quality engagement strategies and social validation.The study outlines the psychological and behavioural processes through which SMIs influence consumer choices by demonstrating how trust serves as a bridge between influencer actions and consumer response while consumer engagement levels modify this influence.Research reveals that influencer marketing success depends on relatability together with transparency and emotional connection while providing brands and researchers with practical knowledge.