The ACT Model: A Literature Review on the Role of Influencer Marketing in Digital Environments with a Focus on Food and Beverage

This research examines the role of influencer marketing in the digital environment, focusing on the food and beverage sector through a literature review. Specifically, the authors introduce the ACT framework (Attractive, Connection, Trend), a theoretical model that explains how human and virtual influencers attract consumers by creating emotional connections and, consequently, generating new consumption trends. In particular, articles focusing on the role of influencer marketing in digital environments, with a specific emphasis on the food and beverage sector, were identified, selected, and included via Scopus and Scholar, following the PRISMA approach. Results identified three main research areas, related to: Attraction, Connection, and Trend. Overall, results reveal that while users tend to perceive virtual influencers similarly to human ones, awareness of their artificial nature can create a sense of detachment from reality, finally impacting consumer behavior. This study, through the ACT model, provides preliminary analysis of the role of influencer marketing in digital environments, with a focus on the food and beverage sector. Furthermore, it offers valuable insights for both academic research and digital marketing strategies in the food and beverage industry.