Vol. 11, Issue 10, Part A (2025)

This meta-analytic review paper synthesizes findings from over twelve influential academic studies to assess the role of Social Media Influencers (SMIs) in shaping consumer behavior and brand loyalty. Drawing from empirical, psychological, and content-based perspectives, the review explores commonalities and variations in key influencing variables such as trust, authenticity, relatability, engagement, and content type. The paper uses a meta-analytic approach to evaluate the strength and consistency of these factors across studies and contextual platforms. The findings reveal statistically significant patterns indicating that SMIs profoundly shape consumer behavior by enhancing emotional and informational engagement, thus reinforcing loyalty and trust.