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
Influencer Marketing, Social Media, Bibliometric Analysis
Etik Beyan
We declare that the above-mentioned study has the characteristics of studies that do not require ethics committee permission.
Teşekkür
Author Hamit Erdoğan is a CoHE 100/2000 doctoral student and is supported by the “Council of Higher Education” with a CoHE 100/2000 Scholarship. We thank Sakarya University and CoHE for the 100/2000 PhD Scholarship Project for their support.
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