Social Media Influencers and Consumer Behavior: A Systematic Review Through the Lens of Emerging Digital Trends

In the digitized era, social media influencers have become remarkably effective brokers of consumer desire. The effect of social media influence on the consumers trust, purchase intension and brand loyalty: A systematic review building on studies from 2016 to 2024, the review classifies influences by niche, engagement style and authenticity. The present study identifies the new digital trends, including Artificial Intelligence (AI)-driven influencer marketing and virtual influencers with comparison across the influencers. The finding of the study lead to actionable marketing insights to be discussed, alongside ethical considerations and sustainability links in influence-led campaigns.