Systematic Literature Review And Future Research Agenda Of Influencer Marketing-Based Behaviour

Author(s)	Ms. Neha Bhojwani, Dr. Shilpi Saxena
Country	India
Abstract	This paper presents a systematic literature review of influencer marketing-based consumer behaviour, covering 60 peer-reviewed studies published between 2019 and 2025. The review identifies key influencing factors such as credibility, Para social interaction, content quality, and social identity, and categorizes them using a modified Input–Process–Output (IPO) model. Four major dimensions are examined: influencer characteristics, consumer psychology, behavioural outcomes, and platform-specific elements. Commonly applied theories include the Source Credibility Theory, Social Identity Theory, and the Heuristic-Systematic Model. The study highlights research gaps, including limited longitudinal analysis, cultural diversity, and the ethical challenges of emerging technologies like AI influencers. A future research agenda is proposed to guide scholars towards unexplored areas such as sustainable influence and micro-influencer impact. The findings offer a comprehensive foundation for understanding how influencer marketing shapes consumer attitudes and decision-making in the evolving digital landscape
Keywords	Influencer Marketing, Consumer Behaviour, Purchase Intention
Field	Business Administration
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-09-15
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.54899

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