Unravelling consumer decision-making under the realm of digital influencer: a review and agenda

Purpose This study aims to systematically analyse and review the literature on digital influencers and their role in consumer decision-making. This study attempted to synthesise various determinants and methodological trends to understand the field’s status. Design/methodology/approach This study performed a systematic literature review (SLR) using the theory, context, characteristics and methodology (TCCM) framework published in Scopus-listed journals over a decade from 2013 to 2023. Findings The authors identified various critical determinants during the review, including attractiveness, expertise, congruence, parasocial relationships, trust, sponsorship disclosure, purchase intention and brand attitude. This paper reveals various antecedents, such as congruence, homophily, sponsorship disclosure, influencer-consumer engagement and their impact on consumers’ responses. This review paper attempts to identify the fundamental theories, contexts and methods and suggests future exploration avenues. Research limitations/implications One of the limitations was that the study is limited to papers in Scopus, and papers may have been overlooked outside this database. However, this study aimed to include the most relevant papers. Practical implications The practical implications study offers managers and aspiring researcher’s practical insights. It uncovers various essential antecedents for providing clarity to managers, influencers and consumers when deciding on the authenticity of digital influencers and the content to include while designing their campaigns and viewing the influencers. Originality/value Studies are not rare where behaviour of the consumers while purchasing goods or services has been analysed. Studies are also able which analysed how digital influencers could provide inputs to the potential child consumers for reaching accurate purchase decision. However, studies are limited which could explicitly analyse how organisations could be benefitted to target the consumers taking help of digital influencers. This study could address this research gap.