Influencer Marketing and Online Purchase Intentions: A Study of U.S. E-Commerce Consumers

Abstract

In the United States, an influencer's presence in social media has become a major part of the digital marketing mix, and companies are turning to their social media personalities for advertising instead of celebrity endorsement. This review article is an attempt to consolidate the empirical and conceptual literature on the relationship between the use of influencers and the intention to make an online purchase among consumers who engage in e-commerce activities in the United States. Using the constructs of source credibility theory, parasocial interaction theory, elaboration likelihood model and information adoption model, results are presented in four clusters: influencer credibility (expertise, trustworthiness, attractiveness); influencer type and follower scale (nano, micro, macro, and mega influencers); content characteristics (informational value, hedonic value, authenticity); and sponsorship disclosure practices (following Federal Trade Commission guidelines). The review shows some converging evidence that perceived credibility and parasocial bonds play a mediating role between influencer exposure and favorable consumer attitudes, whereas disclosure of a paid partnership has a more mixed and context-dependent relationship with favorable consumer attitudes and, consequently, with purchase intention. The review also draws on key literature addressing persistent shortcomings, such as a lack of awareness of U.S.-specific regulatory and cultural contexts, the use of cross-sectional survey designs, and a lack of longitudinal evidence to support a relationship between self-reported purchase intention and actual e-commerce transactions. A conceptual framework is suggested to aid future empirical research, and research directions for the use of nano-influencers, short-form videos, and post-disclosure trust repair are provided.