Exploring the Power of Social Media Influencers: A Systematic Review of Their Impact on Brand Perception

Abstract

This study aims to explore the influence of social interaction in influencer marketing on brand perception through a systematic literature review approach. Using the Systematic Literature Review (SLR) method, this study analyses the latest literature taken from various academic databases such as Google Scholar, DOAJ, and Scopus published between 2014 and 2024. The findings of this study indicate that authentic and emotional social interactions between influencers and audiences play an important role in building consumer trust and strengthening brand perception. Influencer types, such as micro-influencers, are more effective in creating more personal relationships and increasing brand loyalty, compared to macro and celebrity influencers who are more at risk of losing authenticity. This study also identifies the importance of new technologies, such as AI and VR, in enriching brand experiences and increasing audience engagement. However, there is a gap in research on the long-term measurement of influencer marketing's impact and challenges related to transparency and authenticity in the relationship between influencers and audiences. Therefore, further research is expected to fill this gap and support the development of more effective and sustainable influencer marketing strategies.