The Dynamics of Influencer Marketing in Shaping Consumer Behavior on Social Media

Abstract

The rapid expansion of social media has transformed influencer marketing into a relationship-oriented form of digital communication that can shape consumer perceptions and decisions. This study aims to examine how parasocial interaction influences marketing effectiveness through consumer trust and purchase intention, how influencer-generated content contributes to brand polarization and consumer loyalty, and what factors determine effectiveness in consumer decision-making. A Systematic Literature Review (SLR) following PRISMA guidelines was conducted using Scopus and supplementary searches. From 82 initially identified articles, screening, retrieval, and eligibility assessment resulted in 20 articles for thematic synthesis. The findings show that parasocial interaction is a central mechanism linking influencer communication with trust, engagement, and purchase intention. Influencer-generated content can simultaneously strengthen loyalty and generate resistance because consumers interpret messages according to their values, identities, experiences, and perceptions of influencers. Influencer–brand congruence, credibility, content quality, authenticity, engagement, transparency, and perceived value also determine marketing effectiveness. The study concludes that influencer marketing effectiveness depends increasingly on relational credibility and meaningful audience interaction rather than visibility alone. These findings provide implications for marketers seeking to develop authentic, transparent, and strategically aligned influencer campaigns.