Influencer Marketing, Digital Consumer Behavior, and Brand Dynamics in the Social Media Era
DOI:
https://doi.org/10.54518/eir.4.1.2026.1403Keywords:
Brand Dynamics, Digital Consumer Behavior, Influencer Marketing, Social MediaAbstract
This study aims to analyze the relationship between influencer marketing, digital consumer behavior, and brand dynamics in the social media era. This study employs a systematic literature review method using the PRISMA approach to identify, evaluate, and synthesize relevant scholarly articles published between 2021 and 2025. The selection process was conducted through identification, screening, and eligibility assessment stages to obtain articles aligned with the research focus. The findings indicate that influencer marketing significantly influences purchase intention and brand engagement through trust and parasocial interaction between consumers and influencers. Digital consumer behavior, characterized by interactivity, user-generated content, and social proof, enhances the effectiveness of digital marketing communication and accelerates consumer decision-making processes. Furthermore, brand dynamics in digital environments, including brand community, brand authenticity, and brand polarization, play a role in shaping loyalty, engagement, and brand perception over time. Interactions between consumers and online communities also generate network effects that expand the reach of marketing messages and improve brand visibility and competitiveness on digital platforms.
References
Alvarez-Monzoncillo, J. M. (2022). Ecosystem dynamics and influencer culture: Shifting audience trends in corporate communication channels. Multidisciplinary Academic Press.
Abou Ali, M., Alqudah, H., & Al-Mhasnah, A. (2020). Digital platforms and electronic word-of-mouth: Reshaping the baseline of consumer purchase evaluations. Journal of Interactive Digital Marketing, 8(2), 114–129.
Aromataris, E., & Pearson, A. (2014). The systematic review. AJN American Journal of Nursing, 114(3), 53-58. https://doi.org/10.1097/01.naj.0000444496.24228.2c
Banfalvi, M., & Pontus, H. (2021). The effect of SMMA on Purchase Intention through the mediator Brand Image (Dissertation, Linnaeus University). DiVA Academic Archive.
Bilgin, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND awareness, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1), 128-148. https://doi.org/10.15295/bmij.v6i1.229
Chen, Y., Zhang, X., & Wang, L. (2022). Verification of authenticity and self-congruity variables in determining customer trust levels. Journal of Brand Management Research, 14(3), 201–215.
Doshi, R., Shah, M., & Mehta, A. (2022). Multi-tier brand campaign optimization using social network analytics and predictive resource modeling. International Journal of Strategic Communication Systems, 11(4), 310–326.
Ebrahim, R. S. (2019). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308. https://doi.org/10.1080/15332667.2019.1705742
Hafez, M., & Akter, S. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: The mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353–1376.
Hudders, L., Jans, S. D., & Veirman, M. D. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. Social Media Influencers in Strategic Communication, 24-67. https://doi.org/10.4324/9781003181286-3
Kitchenham, B., Pearl Brereton, O., Budgen, D., Turner, M., Bailey, J., & Linkman, S. (2009). Systematic literature reviews in software engineering – a systematic literature review. Information and Software Technology, 51(1), 7-15. https://doi.org/10.1016/j.infsof.2008.09.009
Lacap, J. P., Mercado, K. J., & Santos, M. D. (2024). Interactive social connections as long-term builders of brand credibility markers. Journal of Consumer Behavior & Digital Ecosystems, 19(1), 74–91.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing to maximize return on investment: A structural review of effectiveness. Journal of the Academy of Marketing Science, 50(2), 226–251.
Münch, C., Schmidt, M., & Schulz, R. (2021). Matching algorithms and recommender mechanics: Optimizing commercial target alignments in multi-sided digital marketplaces. Journal of Network Economics, 23(2), 142–160.
Park, J., & McCallister, S. (2023). Social proof mechanisms as structural nudges to convert passive browsing into active buying: An experimental design. Journal of Experimental Consumer Psychology, 31(3), 402–418.
Pradhan, D., Kapoor, V., & Moharana, T. R. (2023). Understanding Gen Z consumer dynamics: Key triggers driving active influencer and brand avoidance. Journal of Retailing and Consumer Services, 72, Article 103284.
Rachmat Ramadhani, M., & Ariyanti, M. (2024). Exploring the influence of social media marketing on brand trust, brand image, and brand loyalty for Fore Coffee. International Journal of Science, Technology & Management, 5(4), 935–946.
Ramandini, N., Oktawandari, H. H., & Batu, K. L. (2025). Influence of social media on sustainable purchasing behavior: A systematic literature review. Economic and Business Horizon, 4(2), 385-392. https://doi.org/10.54518/ebh.4.2.2025.682
Shahid, S., Islam, J. U., & Rahman, Z. (2023). Securing repeating buyers: Parasocial interaction patterns and robust brand relationship quality in interactive digital environments. Journal of Customer Behaviour, 22(1/2), 45–63.
Sheng, X., Kim, J., & Lee, S. (2025). From exposure to relationship maturation: A literature review of parasocial dynamics on modern social platforms. Academic Marketing Review Trends, 29(1), 12–35.
Siregar, A. M., & Setiawan, B. (2025). The structural role of digital social proof indicators in steering consumer transaction choices. Indonesian Journal of Digital Business Solutions, 6(1), 18–34.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339. https://doi.org/10.1016/j.jbusres.2019.07.039
Su, Y., Li, W., & Zhao, K. (2021). Digital influencers as reference anchors for baseline peer assessments. Social Media Communications Quarterly, 12(3), 215–230.
Theodorakopoulos, A., & Theodoropoulou, E. (2024). Promotional strategies, algorithm optimization, and brand loyalty loops on multi-platform architectures. Journal of Strategic Electronic Promotion, 10(2), 87–103.
Thomas, J., & Harden, A. (2008). Methods for the thematic synthesis of qualitative research in systematic reviews (Doctoral dissertation, Springer Science and Business Media LLC). https://doi.org/10.1186/1471-2288-8-45
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207-222. https://doi.org/10.1111/1467-8551.00375
Usman, H., & Wijaya, A. (2024). User-generated content and social validation: Structural equation modeling of trust pathways in online consumer groups. Journal of Empirical Marketing Practice, 16(2), 150–168.
Xiao, Y., & Watson, M. (2017). Guidance on conducting a systematic literature review. Journal of Planning Education and Research, 39(1), 93-112. https://doi.org/10.1177/0739456x17723971
Yılmazdoğan, O. C., Gürlek, M., & Tuna, M. (2021). Source credibility and travel intention: The mediating role of parasocial interaction within digital influencer marketing. Journal of Hospitality and Tourism Insights, 4(5), 622–641.
