Influencer Marketing in Southeast Asia: PRISMA-SLR and Using the Research Model Canvas (RMC 2.5) Approach

Abstract

Influencer marketing has become a dominant digital marketing strategy, especially in Southeast Asia, characterized by rapid social media adoption and a youth-driven demographic. This study aims to identify the main factors influencing the effectiveness of influencer marketing, highlight current trends, and uncover research gaps in the region. Using a Systematic Literature Review (SLR) combined with the Research Model Canvas (RMC), 22 articles published between 2015 and 2025 were systematically analyzed. The findings show that credibility (trust, expertise, attractiveness), content interactivity, brand–influencer fit, and parasocial relationships with audiences are the primary drivers of influencer marketing effectiveness. Research is concentrated in Indonesia, Malaysia, and Vietnam, while Singapore and Thailand contribute less, revealing geographical imbalances. Furthermore, cultural dimensions, religiosity, regulation, and the rise of virtual influencers and artificial intelligence remain underexplored, offering directions for future research. Academically, this study enriches the literature by presenting an RMC-based conceptual framework that emphasizes the socio-cultural dimensions of digital marketing. Practically, the findings provide evidence-based insights for marketers, brands, and policymakers in designing more contextual, ethical, and sustainable influencer marketing strategies in Southeast Asia.