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ORI:10001/2026.0002 Published

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. 1Universidade Paulista

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
102–109
Language
English
Type
Review article
License
CC BY 4.0
Access article View in journal Cite

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.

Keywords

Social mediaPurchase decisionBrand contentDigital influencersOnline reviews

Bibliographic metadata

TitleSOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP
AuthorsIzabela Neves de Melo; Mariana Azevedo Magerski; Prof. Me. Eder Freitas
Affiliations
  1. Universidade Paulista
JournalOxton Science Journal
Publication date10 Nov 2026
Received30 Oct 2026
Accepted3 Nov 2026
Volume and issueVol. 2, n. 1
Pages102–109
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

MELO, I. N.; MAGERSKI, M. A.; FREITAS, P. M. E. SOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP. Oxton Science Journal, v. 2, n. 1, p. 102-109, 2026. Available at: https://oriregistry.org/10001/2026.0002.

APA

Melo, I. N., Magerski, M. A., & Freitas, P. M. E. (2026). SOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP. Oxton Science Journal, 2(1), 102–109. https://oriregistry.org/10001/2026.0002

Vancouver

Melo IN, Magerski MA, Freitas PME. SOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP. OSJ. 2026;2(1):102-109. Available from: https://oriregistry.org/10001/2026.0002

BibTeX

@article{melo202620260002,
  title = {SOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP},
  author = {Melo, Izabela Neves de and Magerski, Mariana Azevedo and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {102--109},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0002},
  note = {ORI: ORI:10001/2026.0002}
}

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Record history

  1. Record created 5 Nov 2026, 23:41
  2. Status changed 5 Nov 2026, 23:41 draft → reserved
  3. Metadata updated 9 Nov 2026, 01:32 Fields: article url
  4. Metadata updated 9 Nov 2026, 16:33 Fields: volume, issue, first page, last page
  5. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  6. Status changed 9 Nov 2026, 16:38 reserved → published

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