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SOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP

Izabela Neves de Melo1 , Mariana Azevedo Magerski1 , Prof. Me. Eder Freitas1

  1. Universidade Paulista
Received
Oct 30, 2026
Accepted
Nov 3, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 102-109
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Abstract

Introduction: social media expose consumers to brand content, influencer recommendations and online reviews, distinct sources whose relationship with purchase decisions depends on context. Objective: to analyze and compare the relationships reported in the literature between these three factors and purchase decision. Methods: protocol-driven integrative review (2020–2026) of 12 studies graded by design (A, B and C), with an extraction matrix and an evidence map by factor and outcome. Results: influencers dominate the meta-analyses and are associated with engagement and purchase intention; brand content had a larger effect on sales than on engagement; recent evidence on online reviews is scarce; observed purchase is rare. Conclusion: intention outcomes and qualitative Brazilian studies predominate, and findings are associative, not causal.

KeywordsSocial mediaPurchase decisionBrand contentDigital influencersOnline reviews
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Article information

Section
Review Articles
History
Received Oct 30, 2026 · accepted Nov 3, 2026 · published Nov 10, 2026 (10 days from submission to publication)
Funding
No
Copyright
© 2026 Izabela Neves de Melo, Mariana Azevedo Magerski, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master’s degree in Administration from the University of the Amazon (UNAMA)