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Vol. 25 Núm. 1 (2025)
Inquietud Empresarial 25(1) Enero-Junio

GESTIÓN, PRODUCCIÓN Y SERVICIOS

Trazando el terreno del marketing de influenciadores: Una revisión bibliométrica de Scopus y Wos

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

Publicado 05-01-2025

  • 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

Resumen

El marketing de influencers es una estrategia que utilizan las empresas para promocionar sus productos o servicios a través de asociaciones con personas o entidades populares, conocidas como influencers, en varias plataformas de redes sociales. Este estudio se embarca en un análisis bibliométrico del marketing de influencers, utilizando las bases de datos Scopus y Web of Science (WoS) para recopilar datos bibliográficos completos. Empleando la metodología del diagrama de flujo PRISMA, esta investigación identifica, selecciona e incluye meticulosamente artículos pertinentes en el análisis bibliométrico, abordando la creciente importancia del marketing de influencers en las estrategias digitales contemporáneas. La singularidad de este estudio radica en su método de combinar datos bibliográficos de Scopus y WoS, utilizando el software RStudio para fusionar y eliminar duplicados, asegurando un conjunto de datos sólido para el análisis. Nuestros hallazgos delinean un panorama de creciente producción científica anual dentro del dominio, destacando las fuentes más influyentes, los autores y la aplicación de la Ley de Lotka para evaluar la productividad de los autores. Un análisis más detallado a través de la espectroscopia del año de publicación de referencia, mapas temáticos y redes de coocurrencia revelan temas de tendencias en evolución y puntos focales temáticos dentro del campo. Los análisis factoriales e historiográficos, además de examinar las redes de colaboración de los países, proporcionan una comprensión más profunda del impacto global y la naturaleza interdisciplinaria de la investigación de marketing de influencers. Este estudio bibliométrico no solo traza la trayectoria académica y los contribuyentes clave de la literatura sobre marketing de influencers, sino que también identifica importantes lagunas de investigación e implicaciones prácticas, ofreciendo una valiosa hoja de ruta para futuras investigaciones y aplicaciones estratégicas en el panorama dinámico del marketing digital.

Códigos JEL: M310

Recibido: 22/03/2024. Aceptado: 10/07/2024. Publicado: 05/01/2025.

Palabras clave

Marketing de Influencia, Análisis Bibliométrico, Biblioshiny, RStudio

PDF (English)

Citas

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