Marketing, digital influencers and consumption
a systematic literature review
DOI:
https://doi.org/10.12662/2359-618xregea.v14i3.p151-165.2025Keywords:
digital influencers, influencer marketing, consumption, PRISMA, systematic reviewAbstract
In the contemporary digital ecosystem, influencers leverage substantial follower bases, creating content and impacting consumer behavior. Based on a Systematic Literature Review (SLR), this article aims to analyze how influencer marketing strategies have been addressed in leading Brazilian scientific journals. Based on the PRISMA approach to SLR, 27 studies published from 2020 to 2025 in ANPAD's SPELL database are analyzed. SLR identified the growing importance of influencer marketing as a strategic tool in brand-consumer communication. Among the strategies emphasized in the literature are partnerships with digital influencers, product unboxing and reviews, and sweepstakes with promotional coupons. It was observed: a need to seek strategic alignment linked to authenticity in influencer marketing actions, an emphasis on the broad benefits associated to the strategies, a lack of understanding of their effectiveness and their potential risks, the relevance of promoting greater demographic diversity in future studies, as well as the need to expand discussions on ethical aspects and social responsibility in the digital scenario of influencers' activities.
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Copyright (c) 2025 Nathielly Alves Cipriano Soares, Adriana Tenório Cordeiro, Bianca Gabriely Ferreira da Silva, Bartira Pereira Amorim Confessor
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