Influencer credibility and purchase intention in digital environments: A systematic review of platforms, influencer types, and contextual factors
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Abstract
The rapid growth of influencer marketing in digital environments has generated increasing interest in understanding how perceived credibility influences consumer purchase intention, especially in a context characterized by platform diversification and audience heterogeneity. Within this framework, this study aimed to identify and classify the digital platforms and types of influencers analyzed in the scientific literature, evaluating the contextual differences in the reported results regarding the relationship between perceived credibility and purchase intention. To this end, a systematic review article was developed under the PRISMA protocol, based on the collection and analysis of studies indexed in Scopus and published between 2021 and 2026. The results showed the predominance of platforms such as Instagram, as well as the growing relevance of TikTok and live commerce environments, where interactivity strengthens influence processes. Furthermore, a shift was identified from models focused on individual influencer attributes to approaches that prioritize authenticity, content, and audience engagement. In conclusion, influencer credibility operates as a multidimensional construct whose influence on purchase intention depends on contextual, cognitive, and social factors, implying the need to rethink traditional influencer marketing models
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