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

Author

Listed:
  • Parth Salunke

    (MICA)

  • Varsha Jain

    (MICA)

  • Jacqueline Eastman

    (Florida Gulf Coast University)

  • Tatsita Mishra

    (MICA)

  • Amrita Chakraborty

    (University of Turin)

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.

Suggested Citation

  • Parth Salunke & Varsha Jain & Jacqueline Eastman & Tatsita Mishra & Amrita Chakraborty, 2025. "Decoding the effectiveness of social media influencers’ endorsement on consumer behavior: an evidence-based approach," Electronic Commerce Research, Springer, vol. 25(3), pages 2309-2345, June.
    • Handle: RePEc:spr:elcore:v:25:y:2025:i:3:d:10.1007_s10660-025-09975-1
    DOI: 10.1007/s10660-025-09975-1
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