Mapping the influence of influencer marketing: a bibliometric analysis

Abhishek, G and Srivastava, Mukta (2021) Mapping the influence of influencer marketing: a bibliometric analysis. Marketing Intelligence & Planning, 39 (7). pp. 979-1003.

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Purpose:The advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still lacks a comprehensive and systematic bibliometric analysis in the field. This study attempts to fill this critical gap by mapping the influence of IM to understand the intellectual structure and propose a future research agenda for scholars working in the domain. Design/methodology/approach The authors have used VOSviewer and Biblioshiny packages for conducting a variety of analyses such as citation analysis, bibliographic coupling, keyword analysis and three-field plot analysis. Findings The main findings include identifying six clusters in the domain, i.e. “mechanism of IM,” “measuring the impact of IM,” “persuasive cues in IM,” “likability factors of influencers,” “authenticity of influencers” and “understanding followers.” Future research guidelines have been proposed in each of the six clusters, followed by research and managerial implications, conclusion and limitations. Originality/value This study is probably the first attempt at providing a comprehensive bibliometric analysis in the domain using a combination of VOSviewer and Biblioshiny packages.

Item Type: Article
Uncontrolled Keywords: Influencer Marketing;Social Media Influencers; Bibliometric Analysis;Bibliographic coupling; VOSviewer; Biblioshiny
Subjects: Marketing
Marketing > Brand Management
Divisions: Marketing Management
Depositing User: Mr. Muralidhara D
Date Deposited: 22 Dec 2021 09:37
Last Modified: 22 Dec 2021 09:37

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