Crafting Influence: A Systematic Review on Social Media Influencers Video Content

Abstract

Social media influencers (SMIs) increasingly use video content as a persuasive tool, shaping consumer perceptions, attitudes, and behaviors in the digital marketplace. Despite this growing influence, research examining SMIs' video content and its impact on consumer behavior remains fragmented. To address this gap, the present study systematically reviews 112 peer-reviewed articles using the TCCM (Theory–Context–Characteristics–Method) framework, complemented by a multi-method approach that integrates topic modeling with in-depth interviews to identify underlying themes. Combining insights from academic literature and practitioner perspectives, this study offers a comprehensive understanding of how SMIs' video content influences consumer behavior. The findings reveal a sharp increase in publications since 2020, with YouTube and TikTok emerging as dominant platforms and China and the United States as key research contexts. Persuasion and parasocial interaction theories are the primary theoretical anchors, while trust, authenticity, and engagement consistently emerge as critical constructs. The field remains quantitative mainly, though interest in computational and multi-method approaches is growing. This literature review presents a thorough understanding of how SMIs' video content impacts consumer behavior and offers future research directions. © 2026 John Wiley & Sons Ltd.