Impact of Social Media Influencers on Consumer Purchasing Behaviour – A Thematic analysis

This paper presents a bibliometric analysis of the research literature on the impact of social media influencers (SMIs) on consumer purchasing behaviour over the period 2010‑2025. Using data retrieved from major scholarly databases (Scopus, Web of Science, Google Scholar), we map publication trends, prominent authors, key themes, theoretical frameworks, and methodological approaches. The results show that publications in this domain have grown rapidly since 2015, with significant contributions from marketing, psychology, and information systems. The most-cited works emphasize influencer credibility, trust, authenticity, social proof, entertainment value, and their effects on purchase intention, brand loyalty and impulsive buying. However, gaps exist in longitudinal studies, cross‑cultural comparisons, the role of emerging platforms (e.g. TikTok, Clubhouse), and measurement of actual purchase behaviour vs. intention. Based on emergent themes, we propose hypotheses to test the influence of influencer attributes and platform type on purchase intention and actual behaviour. Findings from meta‑analysis suggest that trustworthiness and credibility are among the strongest predictors of purchase intention; entertainment value strongly predicts engagement. We suggest future research directions and practical implications for marketers.