Influencing young minds: a hybrid review and research agenda on influencer marketing and young consumer behaviour

Abstract

Generation Z cohort is often more susceptible to social media influencers, as they are more involved with and engaged in social media compared to other cohorts. This paper explores the effect of social media influencer marketing on young consumers and how it shapes their decision-making and purchase behaviour. The paper used SPAR-4 and the TCCM framework to systematically synthesise the literature from 60 studies focused on young consumer behaviour and influencer marketing. The study aims to identify influencer attributes that shape young consumers' trust, brand perception, brand attitude, brand image, and overall purchase behaviour, including their purchase intent and actual purchase decisions. It offers a comprehensive understanding of the elements that impact youth trust, purchase behaviour and psychological barriers surrounding the influencer marketing phenomenon. While the study adopts a multi-disciplinary approach to review the existing literature and systematically synthesise and summarise the findings, the articles were retrieved from a selected database, and any study falling beyond those search criteria was excluded. This paper draws attention to the role of social media influencer marketing on the holistic well-being of young adults. The study provides meaningful guidance for brand marketers on effectively selecting influencers and formulating marketing strategies for younger audiences. The paper proposes future propositions and a nomological framework to further inform research in this direction. This study elaborates on the current body of literature, helping brand marketers develop and adopt influencer-led strategies, particularly for younger audiences.