Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review

Social influence plays a significant role in shaping consumer behavior, and research in this area comprises a substantial portion of the literature. Despite the vast number of studies conducted over the decades, no comprehensive evaluation of the current state of research or potential gaps for future investigation has been performed. Therefore, the primary objective of this study is to conduct a hybrid systematic literature review to provide an overview of the current status of research on social influence in consumer behavior employing bibliometric analysis. The study also utilizes the Theory-Context-Characteristics-Methodology (TCCM) framework to evaluate the theories, context, characteristics, and methodologies used in this field. Ultimately, this study offers implications for both scholars and practitioners and provides directions for future research in this area.