Abstract
This article reviews the recent literature using exploratory research methods on the role of social media influencers in influencing consumers. The research aims to explore the role of social media influencers in influencing consumer behavior and to revisit the two-step flow of communication model in the context of social media. The research also aims to identify to which extent social media influencers can influence consumer attitudes, beliefs, and purchasing behavior that contribute to their persuasive power. After reviewing different types of communications models along various paradigms, this research found that a combination of the interactional communications model and the two-step flow of communications model explains the role of social media influencers as opinion leaders and mediators between the mass media, consumers, and audience. A proposed model is diagrammatically presented, providing future direction for quantitative research. Keywords: Social Media, Influencers, Communication Model, Two-Step Flow DOI： https://doi.org/10.35741/issn.0258-2724.58.1.71
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