FROM INFLUENCE TO INTENT: SYSTEMATICALLY REVIEWING THE ROLE OF SOCIAL MEDIA INFLUENCERS IN PURCHASING BEHAVIOUR

Background: In the digital moving age, social media influencers (SMIs) have emerged as strong agents altering consumer behaviour and hence, there was a need to conduct systematic literature analysis present on social media influencers.Objectives: Broadly, to explore the impact of social media influencers on consumer purchase behaviour.Methods: This systematic literature review explores the impact of social media influencers on consumer purchase behaviour, synthesizing findings from academic research published over the period of 15 years (2011 to 2025). PRISMA is being used as the methodology for conducting this literature review.Results: The review identifies key factors such as influencer credibility, authenticity, engagement, content quality, and platform characteristics that prominently influence consumer trust and By employing, simultaneously, their buying behaviour.Conclusion: Social media influencers significantly impact consumer trust and buying behaviour. The review categorizes the literature into thematic clusters, including influencer marketing strategies and consumer psychology.