Influence of Social Media Influencer Attributes on Purchase Intention: A Comprehensive Literature Review

Social media influencers (SMIs) play a major role in shaping consumer purchase intention through their ability to engage audiences and influence behavior. Important SMI characteristics like competence, trustworthiness, attractiveness, and content quality have all been extensively researched in relation to how they affect customer choices. While appeal and interesting content encourage emotional connections and customer involvement, reliability and experience increase credibility and lower consumer mistrust. Across a range of businesses, empirical research continuously shows that these influencer traits greatly increase purchase intention. This review summarizes current research findings to demonstrate how social media influencers successfully influence consumers' purchase intention, drawing on theoretical frameworks including Source Credibility Theory and Parasocial Interaction Theory. The useful ramifications for marketers highlight how crucial it is to choose influencers who exhibit these qualities in order to maximize marketing results in the digital era.