Decoding the effectiveness of social media influencers’ endorsement on consumer behavior: an evidence-based approach

Parth Salunke (), Varsha Jain (), Jacqueline Eastman (), Tatsita Mishra () and Amrita Chakraborty ()
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Parth Salunke: MICA
Varsha Jain: MICA
Jacqueline Eastman: Florida Gulf Coast University
Tatsita Mishra: MICA
Amrita Chakraborty: University of Turin

Electronic Commerce Research, 2025, vol. 25, issue 3, No 31, 2309-2345

Abstract: Abstract Social media influencers (SMIs) have transformed consumer behavior and attracted scholarly interest across various disciplines. Consumers perceive SMI-endorsed products to be authentic, reliable, and trustworthy. However, the research on the effectiveness of SMI endorsement on consumer behavior is still fragmented, requiring a comprehensive overview. This study undertakes an evidence-based approach to develop a holistic framework for exploring the effectiveness of SMI endorsements on consumer behavior. Study 1 integrates previous studies through a systematic literature review to identify past research developments. Study 2 incorporates practitioners’ views obtained through 35 in-depth interviews with SMIs triangulated with consumer interviews, leading to the development a holistic framework. This research contributes by synthesizing past research through topic development and identifying crucial gaps through thematic analysis of in-depth interviews. Thus, it develops a holistic framework based on theoretical knowledge of meaning transfer and attachment theory to guide academic scholars and practitioners.

Keywords: Social media influencer; Endorsements; Consumer behavior; Evidence-based approach; Consumer attitude; Meaning transfer; Attachment (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10660-025-09975-1

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