The rise of social media has transformed the field of marketing and consumer behavior, with social media influencers (SMIs) playing pivotal roles in shaping digital consumption patterns. Understanding the psychological mechanisms that underpin influencer impact is crucial in decoding modern consumerism. This study critically reviewed the psychological dimensions that explain how and why social media influencers affect consumer choices, attitudes, and behaviors in digital marketplaces. The major aim of the study was to explore key psychological theories relevant to influencer-consumer dynamics while examining the intersection of identity, trust, and authenticity in influencer activities. The study employed a literature-based critical review that synthesized peerreviewed studies from psychology, marketing, and media communication. The review employed a conceptual mapping approach to identify recurring themes such as, theoretical models (e.g., social identity theory, parasocial interaction, and cognitive dissonance), and gaps in current research. Situated in “Parasocial Interaction Theory”, “Social Comparison Theory”, and“Elaboration Likelihood Model (ELM)”, the study exploredhow consumer alignment with influencers’ identities and perceived autonomy in choices drive digital engagement. The analysis revealed that perceived authenticity, emotional connection, and social proof are primary psychological handles influencing consumer trust and purchase behavior. The study identified a lack of cross-cultural psychological analysis and long-term impact studies and recommended that research should integrate longitudinal psychological tracking, crosscultural dimensions, and neurocognitive tools to deepen understanding emphasizing policy implementations around digital literacy and ethical advertising.
Keywords: Social Media Influencers, Consumer Psychology, Digital Consumerism, Parasocial Interaction, Authenticity
Monu Samuel Eyram
Department of Marketing
Faculty of Management Studies
University of Professional Studies, Accra.
(UPSA) Mobile: 0574535025
Email – samueleyrammonu@gmail.com
ORCID ID – 0009-0008-1166-3172
Stella Dzifa Awudi
Department-School of Psychology
College of Education and Human Development
Temple University, Philadelphia USA
Mobile: 8456255206
Stella.awudi@temple.edu
ORCID ID – 0009-0001-3228-1236