IDEAS home Printed from https://ideas.repec.org/a/spr/elcore/v25y2025i3d10.1007_s10660-025-09975-1.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10660-025-09975-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10660-025-09975-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:elcore:v:25:y:2025:i:3:d:10.1007_s10660-025-09975-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.