A systematic literature review of live-stream influencer marketing: theories, motivational factors and future research directions

Purpose Many marketers and businesses have used social media influencers to enhance their brand awareness. These influencers act as endorsers who link brands and consumers, fostering consumer engagement. This paper aims to systematically review the live-stream influencer marketing literature to identify key theoretical models and influential factors from the user (influencers and consumers) perspective. Additionally, we also provide insights for future research directions. Design/methodology/approach We adopted a systematic literature review (SLR) approach to synthesise research unbiasedly and comprehensively. In the preliminary stage, 1,144 articles were found; after thorough screening, 93 research papers were selected for review and synthesis. Findings The findings from this SLR allow us to better understand the application of live-stream influencer marketing theories to consumer purchase behaviour. We identified the widely used theories, such as the stimulus-organism-response model, along with key motivational factors influencing viewers (potential consumers), their attitudes and behaviours (including purchase intention), and other related aspects. Originality/value This SLR is among the first to investigate the theories used and motivational factors of live-stream influencer marketing on consumer purchase intention.