Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature.

Li, Xiaoqian; Liu, Yeyi; Zhu, Jingyu; Lou, Jingyi

Prosocial consumer behaviours, or actions taken by consumers intended to benefit others, are essential for society's stability. Thus, marketers need to systematically develop strategies that promote such intentions among consumers. Influencer marketing is a particularly effective strategy. We systematically review and propose how to encourage prosocial consumer behaviour, depending on consumers' capability, opportunity, and motivation. In Study 1, a scoping review of 15 articles on influencer marketing encouraging prosocial consumer behaviour yields a research map that confirms the relevance of influencer marketing in encouraging such behaviour. In Study 2, a bibliometric review of 867 articles on prosocial consumer behaviour results in a keyword map that identifies critical factors influencing prosocial consumer behaviour. The findings offer future research directions on influencer marketing to encourage prosocial consumer behaviour. More importantly, we propose practical digital interventions for encouraging prosocial consumer behaviour. This research provides a state‐of‐the‐art overview of prosocial consumer behaviour and illustrates how influencer marketing can promote prosocial consumer behaviour.

CONSUMER behavior; PROSOCIAL behavior; INFLUENCER marketing; BIBLIOMETRICS

Psychology & Marketing, 2024, Vol 41, Issue 11, p2711

0742-6046

Academic Journal

10.1002/mar.22079