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Description
The purpose of this systematic literature review is to examine the most recent research on the use of language in Instagram influencer marketing. It focuses on trends and patterns in statistical methods, methodological designs, and theoretical frameworks in an attempt to provide a basis for further research in this quickly developing area. The review addresses the research question: “How is the usage of language in influencer-generated content treated in the body of extant literature?”. The objectives include comparing the theoretical frameworks, looking at methodological approaches, and exploring statistical methods used in the analysis of influencer-generated posts and associated consumer behavior.
The approach is based on the PRISMA flowchart, employing strict inclusion criteria to select relevant articles. Using prestigious academic databases consisting of Scopus and Web of Science, the literature search was performed using keywords such as “influencer marketing”, “Instagram”, “consumer behavior” and “linguistic cues”. Only publications written in English and published in Q1 and Q2 journals between 2020 and 2025 were taken into account. To give an extensive understanding of the linguistic strategies used for influencer-generated content and their effects on consumer behavior, the selected papers were categorized and examined based on their theoretical foundations, methodological designs and statistical methods. Other considered aspects are the main findings, limitations, goals, and attributes of the data that was employed.
Although a wide variety of theoretical frameworks were identified, the most common ones were the Elaboration Likelihood Model (ELM) and language expectancy theory. While statistical techniques like ANOVA, MANOVA, and mediation analysis were frequently employed, methodological designs included content analysis, survey-based approaches, and experimental models. The review identifies new trends and significant theoretical perspectives while highlighting the most recent developments in Instagram influencer marketing.
The novelty of this systematic literature review states in the fact that the latest advancements in the Instagram influencer marketing field are thoroughly synthesized. It also provides a detailed analysis of the language tactics employed in influencer-generated material and how they affect customer behavior. The patterns and trends that have been found provide a foundation for future research, pointing to possible areas for influencer marketing strategy advancements.
The review's conclusions have considerable implications for experts and practitioners of influencer marketing. They may improve the effectiveness of their content by knowing the linguistic tactics that influence consumer behavior and engagement. In order to better understand the language techniques employed in influencer marketing, the paper highlights the need for more research on a range of influencer categories and product sectors.
