EN
TR
Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions
Öz
Influencer marketing is one of the trending research topics in marketing. In this context, this study aims to bibliometrically evaluate the work published by academics about influencer marketing. Bibliometric analysis was applied to 1584 English articles in the Scopus database containing the subject title of influencer marketing and its synonyms. The data were analyzed under four headings—information of published articles, citation analysis, word cloud and author information—through the R program version 4.2.2. Additionally, the Voyant Tools text analysis program was used in some analyses. The research results will provide a detailed report on English articles in the Scopus database regarding influencer marketing between 2002 and 2022. It is thought that the research results will provide a general guide for future studies on influencer marketing.
Anahtar Kelimeler
Etik Beyan
Yukarıda bilgilerine yer verilen çalışma, etik kurul izni gerektirmeyen çalışmalar özelliği taşıdığını beyan ederiz.
Teşekkür
Yazar Hamit Erdoğan YÖK 100/2000 doktora öğrencisidir ve "Yükseköğretim Kurulu" tarafından YÖK 100/2000 Bursu ile desteklenmektedir. Sakarya Üniversitesi'ne ve YÖK 100/2000 Doktora Bursu Projesi'ne desteklerinden dolayı teşekkür ederiz.
Kaynakça
- Abhishek, & Srivastava, M. (2021). Mapping the influence of influencer marketing: A bibliometric analysis. Marketing Intelligence & Planning, 39(7), 979–1003. https://doi.org/10.1108/MIP-03-2021-0085
- Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
- Basuroy, S., Chatterjee, S., & Ravid, S. A. (2003). How critical are critical reviews? The box office effects of film critics, star power, and budgets. Journal of Marketing, 67(4), 103–117. https://doi.org/10.1509/jmkg.67.4.103.18692
Ayrıntılar
Birincil Dil
İngilizce
Konular
Pazarlama (Diğer)
Bölüm
Araştırma Makalesi
Yayımlanma Tarihi
30 Eylül 2024
Gönderilme Tarihi
7 Nisan 2024
Kabul Tarihi
5 Ağustos 2024
Yayımlandığı Sayı
Yıl 2024 Cilt: 22 Sayı: 3
APA
Erdoğan, H., & Mucan Özcan, B. (2024). Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 22(3), 35-55. https://doi.org/10.18026/cbayarsos.1466546
AMA
1.Erdoğan H, Mucan Özcan B. Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 2024;22(3):35-55. doi:10.18026/cbayarsos.1466546
Chicago
Erdoğan, Hamit, ve Burcu Mucan Özcan. 2024. “Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions”. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 22 (3): 35-55. https://doi.org/10.18026/cbayarsos.1466546.
EndNote
Erdoğan H, Mucan Özcan B (01 Eylül 2024) Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 22 3 35–55.
IEEE
[1]H. Erdoğan ve B. Mucan Özcan, “Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions”, Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, c. 22, sy 3, ss. 35–55, Eyl. 2024, doi: 10.18026/cbayarsos.1466546.
ISNAD
Erdoğan, Hamit - Mucan Özcan, Burcu. “Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions”. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 22/3 (01 Eylül 2024): 35-55. https://doi.org/10.18026/cbayarsos.1466546.
JAMA
1.Erdoğan H, Mucan Özcan B. Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 2024;22:35–55.
MLA
Erdoğan, Hamit, ve Burcu Mucan Özcan. “Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions”. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, c. 22, sy 3, Eylül 2024, ss. 35-55, doi:10.18026/cbayarsos.1466546.
Vancouver
1.Hamit Erdoğan, Burcu Mucan Özcan. Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 01 Eylül 2024;22(3):35-5. doi:10.18026/cbayarsos.1466546