Influencer Attractiveness, Influencer Expertise, and Purchase Intention in Digital Marketing Transformation: A Systematic Review
DOI:
https://doi.org/10.61978/novatio.v3i4.1483Keywords:
Influencer Marketing, Source Credibility, Social Commerce, Purchase IntentionAbstract
Digital marketing transformation has elevated influencer marketing into a strategic mechanism through which brands shape consumer evaluation and stimulate purchase intention across increasingly platformized environments. Prior broad reviews and recent meta-analyses have mapped influencer marketing and its aggregate effectiveness, yet evidence remains less clear on how influencer attractiveness and influencer expertise operate as analytically distinct source attributes across platform-specific contexts. This systematic review addresses that focused problem by examining how these two attributes are conceptualized and operationalized, how they are associated with purchase intention, which mediating and moderating mechanisms recur most frequently, and how the evidence differs across global and Indonesian contexts. Following PRISMA 2020 and a PICo-based review design, the study searched Scopus, ScienceDirect, Emerald Insight, SAGE Journals, and Springer Nature Link, applied explicit eligibility criteria, and synthesized 95 empirical journal articles published between 2016 and 2025. The findings indicate that the literature is highly concentrated in recent years, dominated by quantitative survey designs, and theoretically anchored primarily in source credibility and related source-evaluation perspectives. Across the included studies, attractiveness appears more visible in visually expressive environments such as Instagram, whereas expertise appears more salient in live commerce and social-commerce settings where consumers require stronger informational assurance. Parasocial interaction, trust, and perceived credibility emerge as the most recurrent explanatory mechanisms, while Indonesian evidence is analytically relevant but still limited in volume. Overall, the review contributes to digital marketing transformation scholarship by showing that isolating attractiveness and expertise from broader credibility bundles yields a more precise, context-sensitive explanation of purchase intention as a platform-contingent and mechanism-mediated outcome.
References
Alcántara-Pilar, J. M., Rodriguez-López, M. E., Kalinić, Z., & Liébana-Cabanillas, F. (2024). From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok. Journal of Retailing and Consumer Services, 78, 103709. https://doi.org/10.1016/j.jretconser.2024.103709 DOI: https://doi.org/10.1016/j.jretconser.2024.103709
Atta, H., Ahmad, N., Tabash, M. I., Varma, M., & Elsantil, Y. (2025). Exploring the influence of vlogger attributes on followers purchase intentions: The moderating effect of parasocial interaction. International Review of Management and Marketing, 15(2), 95–104. https://doi.org/10.32479/irmm.17629 DOI: https://doi.org/10.32479/irmm.17629
Bandara, W., & Syed, R. (2024). The role of a protocol in a systematic literature review. Journal of Decision Systems, 33, 583–600. https://doi.org/10.1080/12460125.2023.2217567 DOI: https://doi.org/10.1080/12460125.2023.2217567
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149 DOI: https://doi.org/10.1016/j.jretconser.2022.103149
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806 DOI: https://doi.org/10.1080/2159676X.2019.1628806
Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904. https://doi.org/10.1016/j.jretconser.2021.102904 DOI: https://doi.org/10.1016/j.jretconser.2021.102904
Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over-endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79, 103831. https://doi.org/10.1016/j.jretconser.2024.103831 DOI: https://doi.org/10.1016/j.jretconser.2024.103831
Chen, Y.-H., Lin, I.-K., Huang, C.-I., & Chen, H.-S. (2024). How key opinion leaders’ expertise and renown shape consumer behavior in social commerce: An analysis using a comprehensive model. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 3370–3385. https://doi.org/10.3390/jtaer19040163 DOI: https://doi.org/10.3390/jtaer19040163
Cioppi, M., Curina, I., Francioni, B., & Savelli, E. (2023). Digital transformation and marketing: A systematic and thematic literature review. Italian Journal of Marketing, 2023(2), 207–288. https://doi.org/10.1007/s43039-023-00067-2 DOI: https://doi.org/10.1007/s43039-023-00067-2
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: Which one influences purchase intention more? Heliyon, 6(11), e05543. https://doi.org/10.1016/j.heliyon.2020.e05543 DOI: https://doi.org/10.1016/j.heliyon.2020.e05543
Handarkho, Y. D., & Arifin, P. (2024). The effect of social experience and content quality on the use of celebrity endorsement strategy in the social commerce context: A case study of Indonesia. International Journal of Pervasive Computing and Communications, 21(1), 57–80. https://doi.org/10.1108/IJPCC-09-2021-0234 DOI: https://doi.org/10.1108/IJPCC-09-2021-0234
Handranata, Y. W., & Kalila, S. (2025). Attitude toward fashion influencers and its impact on purchase behavior: The roles of brand attitude and purchase intention. Frontiers in Communication, 10, 1583602. https://doi.org/10.3389/fcomm.2025.1583602 DOI: https://doi.org/10.3389/fcomm.2025.1583602
Hong, Q. N., Fàbregues, S., Bartlett, G., Boardman, F., Cargo, M., Dagenais, P., Gagnon, M.-P., Griffiths, F., Nicolau, B., O’Cathain, A., Rousseau, M.-C., Vedel, I., & Pluye, P. (2018). The Mixed Methods Appraisal Tool (MMAT) version 2018 for information professionals and researchers. Education for Information, 34(4), 285–291. https://doi.org/10.3233/EFI-180221 DOI: https://doi.org/10.3233/EFI-180221
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925 DOI: https://doi.org/10.1080/02650487.2020.1836925
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009 DOI: https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Kim, H., & Park, M. (2023). Virtual influencers’ attractiveness effect on purchase intention: A moderated mediation model of the product-endorser fit with the brand. Computers in Human Behavior, 143, 107703. https://doi.org/10.1016/j.chb.2023.107703 DOI: https://doi.org/10.1016/j.chb.2023.107703
Kumar, K. L., Venugopal, P., Devi, S. A., Aswinipriya, S., & Rao, C. V. (2023). Instagram influencers credibility dimensions and purchase intention of followers: Empirical evidence. Studies in Media and Communication, 11(1), 12–24. https://doi.org/10.11114/smc.v11i1.5705 DOI: https://doi.org/10.11114/smc.v11i1.5705
Kunisch, S., Denyer, D., Bartunek, J. M., Menz, M., & Cardinal, L. B. (2023). Review research as scientific inquiry. Organizational Research Methods, 26(1), 3–45. https://doi.org/10.1177/10944281221127292 DOI: https://doi.org/10.1177/10944281221127292
Kuswati, R., Soepatini, S., Kussudyarsana, K., & Zakiyah, S. (2024). Parasocial interactions of Indonesian beauty vloggers in the digital age: Do they impact purchases by millennial netizens? WSEAS Transactions on Information Science and Applications, 21, 196–207. https://doi.org/10.37394/23209.2024.21.19 DOI: https://doi.org/10.37394/23209.2024.21.19
Lawrence, C., & Meivitawanli, B. (2023). The role of parasocial relationships, congruence and source credibility in Indonesia: A study on TikTok live streaming commerce in the cosmetics industry. Australasian Accounting, Business and Finance Journal, 17(5), 39–51. https://doi.org/10.14453/aabfj.v17i5.05 DOI: https://doi.org/10.14453/aabfj.v17i5.05
Le, B. N., Vu, V. T., & Le, M. T. (2024). Source credibility of beauty vloggers and consumer purchases of vegan cosmetics: The mediating role of cognitive and affective attitude. Innovative Marketing, 20(3), 14–27. https://doi.org/10.21511/im.20(3).2024.02 DOI: https://doi.org/10.21511/im.20(3).2024.02
Marklen, D. R., Tan, P. L., & Hassim, N. (2025). Instagram influencers’ source credibility on gadget product purchase intention among Indonesian Generation Z: The mediating role of parasocial interaction. Jurnal Komunikasi: Malaysian Journal of Communication, 41(1), 125–145. https://doi.org/10.17576/JKMJC-2025-4101-08 DOI: https://doi.org/10.17576/JKMJC-2025-4101-08
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246 DOI: https://doi.org/10.1016/j.techfore.2021.121246
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191 DOI: https://doi.org/10.1080/00913367.1990.10673191
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., & others. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71 DOI: https://doi.org/10.1136/bmj.n71
Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52–78. https://doi.org/10.1007/s11747-024-01052-7 DOI: https://doi.org/10.1007/s11747-024-01052-7
Santiago, J. K., & Serralha, T. (2022). What more influences the followers? The effect of digital influencer attractiveness, homophily and credibility on followers’ purchase intention. Issues in Information Systems, 23(1), 86–101. https://doi.org/10.48009/1_iis_2022_107 DOI: https://doi.org/10.48009/1_iis_2022_107
Sauer, P. C., & Seuring, S. (2023). How to conduct systematic literature reviews in management research: A guide in 6 steps and 14 decisions. Review of Managerial Science, 17(5), 1899–1933. https://doi.org/10.1007/s11846-023-00668-3 DOI: https://doi.org/10.1007/s11846-023-00668-3
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898 DOI: https://doi.org/10.1080/02650487.2019.1634898
Shamim, K., Azam, M., & Islam, T. (2024). How do social media influencers induce the urge to buy impulsively? Social commerce context. Journal of Retailing and Consumer Services, 77, 103621. https://doi.org/10.1016/j.jretconser.2023.103621 DOI: https://doi.org/10.1016/j.jretconser.2023.103621
Shui, X., Bian, S., & Zhang, P. (2025). How can AI virtual streamers gain consumer trust to influence purchase intention in live-streaming e-commerce? Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 325. https://doi.org/10.3390/jtaer20040325 DOI: https://doi.org/10.3390/jtaer20040325
Simsek, Z., Fox, B. C., Heavey, C., & Liu, S. (2025). Methodological rigor in management research reviews. Journal of Management, 51(1), 103–131. https://doi.org/10.1177/01492063241237222 DOI: https://doi.org/10.1177/01492063241237222
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039 DOI: https://doi.org/10.1016/j.jbusres.2019.07.039
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011 DOI: https://doi.org/10.1016/j.jretconser.2019.01.011
Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, 114991. https://doi.org/10.1016/j.jbusres.2024.114991 DOI: https://doi.org/10.1016/j.jbusres.2024.114991
Suhardi, A. R., Marinda, V. S., Rohendra, T., Prasetia, A. R., & Budiawan, A. (2021). Using Instagram in determining purchase decisions for MSME products Kampoeng Rajoet Binong Jati. Review of International Geographical Education Online, 11(6), 262–269. https://doi.org/10.48047/rigeo.11.06.31
Ta, H. H., Trinh, V. H., & Le, T. M. (2025). Exploring the impact of influencers’ characteristics on the cosmetics purchase intentions of TikTok users. Innovative Marketing, 21(2), 27–39. https://doi.org/10.21511/im.21(2).2025.03 DOI: https://doi.org/10.21511/im.21(2).2025.03
Tseng, W.-K., & Ou, C.-C. (2025). Can virtual influencers drive online consumer behavior? An applied examination of ELM model investigating the marketing effects of virtual influencers. Sustainability, 17(23), 10721. https://doi.org/10.3390/su172310721 DOI: https://doi.org/10.3390/su172310721
Verhoef, P. C., Broekhuizen, T. L. J., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022 DOI: https://doi.org/10.1016/j.jbusres.2019.09.022
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003 DOI: https://doi.org/10.1016/j.jsis.2019.01.003
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647 DOI: https://doi.org/10.1111/ijcs.12647
Xiao, Y., & Watson, M. (2019). Guidance on conducting a systematic literature review. Journal of Planning Education and Research, 39(1), 93–112. https://doi.org/10.1177/0739456X17723971 DOI: https://doi.org/10.1177/0739456X17723971
Zhou, R., & Baskaran, A. (2025). Influencing mechanisms of live streaming influencer characteristics on purchase intention: The mediating role of emotional trust. PLOS ONE, 20(4), e0322294. https://doi.org/10.1371/journal.pone.0322294 DOI: https://doi.org/10.1371/journal.pone.0322294
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Novatio : Journal of Management Technology and Innovation
This work is licensed under a Creative Commons Attribution 4.0 International License.
