Social media influencer marketing and consumer behaviour: A systematic review, bibliometric analysis, and future research agenda using the TCCM framework

Abstract

Social media influencers have become central actors in shaping consumer behaviour, yet the field lacks a comprehensive synthesis that integrates theoretical, contextual, and methodological dimensions. This systematic literature review analyses 153 articles sourced from Scopus, Web of Science, and Science Direct using the PRISMA framework, combined with bibliometric analysis via Bibliometrix R-tool and VOSviewer. Guided by the Theory, Context, Characteristics, and Methodology (TCCM) framework, this study maps the theoretical landscape, contextual distribution, thematic characteristics, and methodological trends in influencer marketing research. The findings reveal that source credibility and social cognitive theories dominate the literature, while emerging frameworks including two-step flow communication, performativity theory, and cue utilisation theory, remain underexplored. Empirically, research is concentrated in developed economies and on platforms such as Instagram and YouTube, leaving developing-country contexts and emerging platforms understudied. Thematic gaps are identified in narrative creativity, platform dynamics, virtual influencer ethics, self-congruence mechanisms, and cross-cultural consumer responses. A conceptual framework and forward-looking research agenda are proposed, integrating affective, symbolic, and contextual variables to advance evidence-based influencer marketing theory and practice. This review contributes to marketing scholars and practitioners by consolidating fragmented knowledge and identifying high-priority directions for future inquiry.