Abstract

In the rapidly evolving digital marketing environment, social media and influencer-driven
engagement have become pivotal components of strategic brand communication. This review
explores how social media platforms, influencer marketing, and consumer engagement
interrelate, synthesising recent empirical and theoretical research. It covers platform and format
choices, influencer-selection strategies, content mechanisms (such as storytelling and
authenticity), engagement metrics, consumer behaviour outcomes, measurement challenges, and
emerging ethical and technological considerations. Key findings highlight that influencer
credibility, content value, platform affordances, and consumer trust are major drivers of
engagement and purchase intention. The paper concludes by identifying gaps—such as platform-
specific effects, longitudinal relationship development, and advanced analytics approaches—and
suggests directions for future research. The review offers practical implications for brands
seeking effective digital marketing strategies in a fragmented and data-rich ecosystem.