The creative catalyst: unravelling the impact of creativity on social media influence through a TCCM lens

Purpose This study aims to explore the role of creativity in social media by systematically analysing scholarly literature published between 2018 and 2024. It specifically focuses on the concept of creative digital influencers (DIs) and their influence on followers. The research aims to enhance the understanding of creativity within social media influencing, addressing a gap in the existing literature by providing a comprehensive review of key theoretical and methodological contributions. Design/methodology/approach A systematic literature review was conducted using the theory, context, characteristics and methodology framework. The study examined relevant research publications to identify primary theories, dependent and independent variables, methodologies and key contributors in the field. Framework analysis was used to structure the evaluation and extract meaningful insights from the literature. Findings The study highlights the predominant theories, variables and methodologies used in previous research on creativity and DIs. It identifies key contributions from prominent authors, leading countries and notable academic journals. The findings provide a structured understanding of how creativity influences digital influencing and its impact on social media dynamics. Research limitations/implications The study is limited to literature published within a specific timeframe (2018–2024) and focuses on systematic review methodologies. Future research could expand this scope to include empirical studies or emerging frameworks in creativity and social media. Originality/value This study is among the limited scholarly investigations that systematically examine the interplay between creativity and digital influences. It offers valuable insights for academics, practitioners and policymakers by presenting a holistic view of the field and suggesting pathways for future research in creativity and social media.