International Research Journal of Education and Technology

This literature review examines the impact of social media influencers on consumer attitudes and purchase intentions. Through a comprehensive analysis of existing research, this study synthesizes findings on the effectiveness of influencer marketing in shaping consumer behavior. The review highlights key factors influencing the relationship between social media influencers and consumer attitudes, including credibility, trust, and authenticity. The findings suggest that social media influencers can significantly impact consumer purchase intentions, particularly when influencers are perceived as authentic and trustworthy. This review provides insights for marketers and brands seeking to leverage influencer marketing strategies to reach their target audiences and drive consumer engagement.

Keywords: social media, digital platform, Gen Z, attitude.