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Vol. 25 No. 1 (2025)
Inquietud Empresarial 25(1) Enero-Junio

MANAGEMENT, PRODUCTION AND SERVICE

Charting the terrain of influencer marketing: A Scopus and Wos bibliometric review

https://doi.org/10.19053/uptc.01211048.17388

Published 2025-01-05

  • Joshy John
    • ,
  • Nebu Cherian P
    • ,
  • Melby Joseph
    • ,
  • Shinta Sebastian
    • ,
  • Bose George

Joshy John
Marian College Kuttikkanam; Peermade, Kuttikkanam, Kerala 685531, India

Nebu Cherian P
Rajagiri College Of Social Sciences; Kalamassery, Kochi, Kerala 683104, India

Melby Joseph
Marian College Kuttikkanam; Peermade, Kuttikkanam, Kerala 685531, India

Shinta Sebastian
Marian College Kuttikkanam; Peermade, Kuttikkanam, Kerala 685531, India,Marian College Kuttikkanam; Peermade, Kuttikkanam, Kerala 685531, India

Bose George
Marian College Kuttikkanam; Peermade

Abstract

Influencer marketing is a strategy that businesses use to promote their products or services through partnerships with popular individuals or entities, known as influencers, on various social media platforms. This study embarks on a bibliometric analysis of influencer marketing, utilizing the Scopus and Web of Science (WoS) databases to collect comprehensive bibliographic data. Employing the PRISMA Flow diagram methodology, this research meticulously identifies, screens, and includes pertinent papers in the bibliometric analysis, addressing the growing significance of influencer marketing in contemporary digital strategies. The uniqueness of this study lies in its method of combining Scopus and WoS bibliographic data, utilizing RStudio software to merge and eliminate duplicates, ensuring a robust dataset for analysis. Our findings delineate a landscape of increasing annual scientific production within the domain, highlighting the most influential sources, authors, and the application of Lotka's Law to assess author productivity. Further analysis through Reference Publication Year Spectroscopy, thematic maps, and co-occurrence networks reveal evolving trend topics and thematic focal points within the field. Factorial and historiographic analyses, alongside examining the countries' collaboration networks, provide a deeper understanding of influencer marketing research's global impact and interdisciplinary nature. This bibliometric study not only charts the academic trajectory and key contributors of influencer marketing literature but also identifies significant research gaps and practical implications, offering a valuable roadmap for future inquiry and strategic application in the dynamic landscape of digital marketing.

 JEL Codes: M310

Received: 22/03/2024.  Accepted: 10/07/2024.  Published: 05/01/2025.

Keywords

Influencer Marketing, Bibliometric Analysis, Biblioshiny, RStudio

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References

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