DIGITAL INFLUENCERS’ EFFECT: A COMPREHENSIVE FRAMEWORK

Digital influencers are omnipresent in this new age of influence on social media, high demand for advertising campaigns, and viral marketing strategies. The author propose a conceptual framework to explain the digital influencer phenomenon and how it affects the consumers’ decision-making. The author explore the influencer marketing and diffusion information literature, through a narrative review, to identify the key factors affecting the efficacy of information diffusion from digital influencers: social network, message elements, emotional appeal, and personal traits. Thus, it is presented the relevant changes (attitudinal, intentional, behavioral) in consumer decision-making promoted by these influencers. And as mechanisms to explain social influence triggered through influencers in the consumer, it is given attention on social norms, conformity, and compliance. The study brings a new comprehension to favor the use of influencers in digital marketing strategies. At last, it is proposed future research based on the gaps observed from the reviewed literature involving digital influencers and the factors that affect the information diffusion on social media.