The Impact of Social Media Influencer Marketing on Customer Purchase Intention in the Fashion Industry: A Systematic Literature Review

Ajimon George^*Milcah Shibu

• Marian College Kuttikkanam Autonomous, Kuttikkanam, India

Research on social media influencer marketing has grown significantly in recent decades, particularly in the fashion industry. This field is crucial for marketers, management, and influencers due to its strong influence on customer purchase decisions. This systematic literature review employs the PRISMA framework to ensure a transparent and rigorous process for identifying and selecting relevant studies. To analyze and organize the findings, the ADO–TCM framework is applied, enabling a structured examination of antecedents, decisions, and outcomes, as well as the underlying theories, contexts, and methods used in prior research. The review highlights credibility, trust, and attractiveness as the most frequently studied antecedents influencing the effectiveness of influencer marketing. Source credibility theory and the theory of planned behavior have been the dominant theoretical lenses guiding existing research. Despite the growth of scholarship in this area, significant gaps remain, particularly regarding contextual variations, methodological diversity, and emerging digital marketing trends. This study contributes by synthesizing fragmented research, identifying future research opportunities, and offering guidelines for marketers, management, and influencers. These insights aim to enhance the strategic use of influencer marketing and support customers in making informed purchase decisions within the dynamic fashion industry.