The Impact of Social Media Influencers on Online Purchase Decisions

This qualitative and documentary research explores the current academic literature to understand how social media influencers impact online purchasing choices. It specifically highlights pivotal characteristics of influencers, including credibility, authenticity, expertise, and parasocial interaction, and explores how these attributes shape consumer perceptions and purchasing behavior in digital environments. This research employs an interpretive framework and integrates pertinent studies published from 2017 to 2024, synthesizing existing literature to clarify that the influence of social media personalities is not attributable to a singular element. Instead, it emerges from a complex interaction of various social, psychological, and platform-related elements. It stems from a complex interaction of various social, psychological, and platform-related factors. By applying established theories of persuasion and social influence, a comprehensive analysis of these components can be conducted.