Journal Name: Electronic Commerce Research
Social media influencers (SMIs) have transformed consumer behavior and attracted scholarly interest across various disciplines. Consumers perceive SMI-endorsed products to be authentic, reliable, and trustworthy. However, the research on the effectiveness of SMI endorsement on consumer behavior is still fragmented, requiring a comprehensive overview. This study undertakes an evidence-based approach to develop a holistic framework for exploring the effectiveness of SMI endorsements on consumer behavior. Study 1 integrates previous studies through a systematic literature review to identify past research developments. Study 2 incorporates practitioners’ views obtained through 35 in-depth interviews with SMIs triangulated with consumer interviews, leading to the development a holistic framework. This research contributes by synthesizing past research through topic development and identifying crucial gaps through thematic analysis of in-depth interviews. Thus, it develops a holistic framework based on theoretical knowledge of meaning transfer and attachment theory to guide academic scholars and practitioners.