MAPPING THE LANDSCAPE OF SOCIAL MEDIA INFLUENCER MARKETING: A REVIEW AND CONCEPTUAL FRAMEWORK

Abstract

The rapid growth of social media influencers (SMIs) has reshaped how consumers form purchase intentions in the digital age. This paper presents a conceptual framework to understand the key factors influencing consumer behavior in the context of influencer marketing. Drawing from established theories, including Source Credibility Theory (Hovland et al., 1953) and the Source Attractiveness Model (McGuire, 1985; Ohanian, 1990), the model identifies five influencer attributes—expertise, trustworthiness, attractiveness, authenticity, and homophily—as primary drivers of perceived credibility. The framework further integrates the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986) to explore how consumers process persuasive messages, and the Theory of Reasoned Action and Theory of Planned Behavior (Fishbein & Ajzen, 1975; Ajzen, 1991) to map the link between influencer credibility and purchase intentions. The proposed model suggests that credibility acts as a key mediator between influencer characteristics and consumers’ intention to purchase. This study provides a structured basis for future empirical research and offers actionable insights for marketers seeking to optimize influencer strategies and engage consumers more effectively.