ANALYZING THE STRATEGIC CONTRIBUTION OF SOCIAL MEDIA INFLUENCERS TO E-COMMERCE MARKETING EFFECTIVENESS
DOI:
https://doi.org/10.1234/jumder.v1i2.21Keywords:
E-Commerce, Influencer, Marketing, Social MediaAbstract
This study presents a systematic literature review (SLR) examining the evolving role of social media influencers (SMIs) in e-commerce marketing. Drawing from peer-reviewed publications between 2013 and 2024, the review synthesizes current knowledge on how influencer credibility—defined by trustworthiness, expertise, and authenticity—affects consumer behavior, brand engagement, and purchase intention. The findings reveal that influencers serve as strategic agents who foster emotional resonance and brand loyalty through personalized, relatable content. However, challenges surrounding ethical disclosure, algorithmic bias, and performance measurement remain prevalent. This review highlights the need for ethical marketing practices and proposes future research directions involving AI-based analytics and cross-platform effectiveness. By bridging conceptual insights with practical implications, this study contributes to a more nuanced understanding of influencer marketing’s strategic value in the digital economy.
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