Consumer Behavior in the Functional Beverage Sector: A Systematic Review of Influencer Marketing, Brand Awareness and Perceived Homophily

Abstract

The functional beverage products such as kombucha have gained prominence within the trends of consumption owing to their health benefits and natural production processes. However, the foundations of consumer behavior are still scattered in the academic literature, especially regarding influencer marketing, brand awareness, and perceived homophily. The structured review was conducted according to the PRISMA framework, and 34 peer-reviewed articles were identified and reviewed across major academic databases such as ScienceDirect, Emerald Insight, and SpringerLink. The findings reveal that influencer marketing impacts customer behavior through credibility, authenticity, trust and engagement. Brand awareness increases recognition, reduces ambiguity and facilitates informed consumption choices. Perceived homophily strengthens persuasion through relatability and social identification between the influencer and the consumer. The review reveals the interactive effects of these aspects via communicative, cognitive and social mechanisms on consumer behavior. The report also highlights the absence of comprehensive research in the context of growing kombucha market in Uganda. This study provides a consistent synthesis of dispersed findings and advances an integrated perspective on consumer behavior. It also offers useful insights for marketers looking to promote consumption through credible influencer campaigns, solid brand positioning and socially relevant communication. Keywords: consumer behavior, influencer marketing, brand awareness, perceived homophily, functional beverages, comprehensive literature review