Social media influencer marketing: Science mapping of the present and future trends
Purpose: This study aims to reveal the knowledge structure of social media influencer marketing literature by performing science mapping analysis through a state-of-the-art bibliometric approach to determine the current and future trends. Social media influencer marketing is one of the most effectiv...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Emerald Publishing
2024
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| Subjects: | |
| Online Access: | http://umpir.ump.edu.my/id/eprint/42037/1/2024_IJQSS_Social%20media%20influencers.pdf http://umpir.ump.edu.my/id/eprint/42037/7/Social%20media%20influencer%20marketing_ABST.pdf |
| Summary: | Purpose: This study aims to reveal the knowledge structure of social media influencer marketing literature by performing science mapping analysis through a state-of-the-art bibliometric approach to determine the current and future trends. Social media influencer marketing is one of the most effective approaches to presenting a brand and offering value to consumers via social media. Design/methodology/approach: This study evaluates the knowledge structure to uncover the emerging trends and future predictions in social media influencer marketing through bibliographic coupling and co-word analysis. In total, 917 journal publications were retrieved from the Web of Science database and analyzed using VOSviewer software. Findings: The central theme in social media influencer marketing reflects digital engagement between influencers and followers and communication between influencers and followers. The theoretical and managerial implications are discussed. Originality/value: This study unleashes the knowledge structure according to the fundamental literature of social media influencer marketing and the underlying themes related to the phenomenon. |
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