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 |
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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 |
| _version_ | 1825815804137963520 |
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| author | Muhammad Ashraf, Fauzi Zuraina, Ali Siti Zanariah, Satari Puteri Azlian, Megat Ramli Omer, Mazen M. |
| author_facet | Muhammad Ashraf, Fauzi Zuraina, Ali Siti Zanariah, Satari Puteri Azlian, Megat Ramli Omer, Mazen M. |
| author_sort | Muhammad Ashraf, Fauzi |
| collection | UMP |
| description | 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. |
| first_indexed | 2024-09-25T03:51:43Z |
| format | Article |
| id | UMPir42037 |
| institution | Universiti Malaysia Pahang |
| language | English English |
| last_indexed | 2024-09-25T03:51:43Z |
| publishDate | 2024 |
| publisher | Emerald Publishing |
| record_format | dspace |
| spelling | UMPir420372024-07-23T02:58:33Z http://umpir.ump.edu.my/id/eprint/42037/ Social media influencer marketing: Science mapping of the present and future trends Muhammad Ashraf, Fauzi Zuraina, Ali Siti Zanariah, Satari Puteri Azlian, Megat Ramli Omer, Mazen M. HF Commerce 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. Emerald Publishing 2024-07-05 Article PeerReviewed pdf en http://umpir.ump.edu.my/id/eprint/42037/1/2024_IJQSS_Social%20media%20influencers.pdf pdf en http://umpir.ump.edu.my/id/eprint/42037/7/Social%20media%20influencer%20marketing_ABST.pdf Muhammad Ashraf, Fauzi and Zuraina, Ali and Siti Zanariah, Satari and Puteri Azlian, Megat Ramli and Omer, Mazen M. (2024) Social media influencer marketing: Science mapping of the present and future trends. International Journal of Quality and Service Sciences, 16 (2). 199 -217. ISSN 1756-669X. (Published) https://doi.org/10.1108/IJQSS-10-2023-0174 https://doi.org/10.1108/IJQSS-10-2023-0174 |
| spellingShingle | HF Commerce Muhammad Ashraf, Fauzi Zuraina, Ali Siti Zanariah, Satari Puteri Azlian, Megat Ramli Omer, Mazen M. Social media influencer marketing: Science mapping of the present and future trends |
| title | Social media influencer marketing: Science mapping of the present and future trends |
| title_full | Social media influencer marketing: Science mapping of the present and future trends |
| title_fullStr | Social media influencer marketing: Science mapping of the present and future trends |
| title_full_unstemmed | Social media influencer marketing: Science mapping of the present and future trends |
| title_short | Social media influencer marketing: Science mapping of the present and future trends |
| title_sort | social media influencer marketing science mapping of the present and future trends |
| topic | HF Commerce |
| url | 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 |
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