The Impact of TikTok Social Media Influencers on Consumer Behavior: A Systematic Literature Review

Abstract

Research on TikTok social media influencers and consumer behavior has expanded rapidly in recent years. However, the existing literature remains fragmented, regionally concentrated, and theoretically inconsistent. Given TikTok’s growing influence in shaping consumer decision-making, this study conducts a systematic literature review to critically synthesize current knowledge and address gaps in research topics, theoretical models, key variables, and conceptual frameworks. Guided by the PRISMA methodology, this review analyzes 32 peer-reviewed journal articles published between 2019 and March 2025. Using the Antecedents–Decisions–Outcomes (ADO) framework, the study develops a structured model illustrating how influencer characteristics affect consumer decisions and behavioral outcomes on TikTok.