Influencer Pazarlamada Kaynak Güvenilirliği Araştırmalarının On Yıllık Haritalandırması: Bibliyometrik Bir İnceleme

Öz

Kaynak güvenilirliği modeli, etkileyicilerin pazarlama iletişiminde nasıl efektif bir biçimde kullanılabileceğini anlamak için önem arz etmektedir. Konsept, literatürde ilk olarak iletişim alanında araştırılmış ve daha sonra ünlü onayı literatürünün önemli bir bileşeni olmuştur. Son yıllarda etkileyici pazarlamada yaşanan patlama, bilim insanlarının kaynak güvenilirliğine olan ilgisini arttırmaktadır. Ancak literatür, artan ilgiye rağmen, kaynak güvenilirliği teorisinin etkileyici pazarlamada nasıl uygulandığını inceleyen kapsamlı bir araştırmadan mahrumdur. Bu boşluğu ele alan çalışma, bibliyometrik analizle desteklenen detaylı bir literatür incelemesi yoluyla etkileyici pazarlamada kaynak güvenilirliği teorisinin kullanımını keşfetmeyi amaçlamaktadır. Bu amaçla Scopus’ta indekslenen makaleler incelenmiş ve belirlenen kriterlere göre elde edilen 162 makale analize tabi tutulmuştur. Bulgular kaynak güvenilirliği modelinin en fazla parasosyal ilişki teorisi ile incelendiğini ve modelin en sık kullanılan alt boyutlarının güvenilirlik, uzmanlık ve çekicilik olduğunu göstermiştir. Ayrıca bu çalışma ile alanın önde gelen yazarları ve en çok atıf alan çalışmaları belirlenmekte, temel araştırma temaları ve eğilimler vurgulanmakta ve literatürün kapsamlı bir tartışması sunulmaktadır. Bu çalışma alandaki önemli katkıları sentezleyerek, etkili çalışmaları özetleyerek ve gelecek araştırmalara rehberlik edecek yeni konuları belirleyerek araştırmacılar için yol gösterici bir kaynak sunmaktadır.

Anahtar Kelimeler

• Influencer Pazarlama
• Ünlü Onayı
• Bibliyometrik Analiz
• Kaynak Güvenilirliği

Mapping a Decade of Source Credibility Research in Influencer Marketing: A Bibliometric Review

Öz

The source credibility model is essential to understanding how influencers can be effectively utilized in marketing communications. Initially explored within the field of communication, the concept later became a crucial component of the celebrity endorsement literature. In recent years, with the rapid rise of influencer marketing, source credibility receives increasing attention from scholars in this domain. Despite this growing interest, there is a lack of a comprehensive literature review specifically examining how source credibility theory is applied within influencer marketing. Addressing this gap, the present study aims to explore the use of source credibility theory in influencer marketing through a comprehensive literature review supported by bibliometric analysis. To this end, articles indexed in Scopus are reviewed, and 162 eligible articles are identified and analyzed based on predetermined criteria using bibliometric methods. The findings reveal several key insights: the source credibility model is most frequently examined in conjunction with parasocial relationship theory. Among the model’s dimensions, trustworthiness, expertise, and attractiveness are the most commonly studied. Furthermore, the study identifies the leading authors and most-cited works in the field, highlights core research themes and trends, and presents a comprehensive discussion of the literature. This research offers a valuable resource for scholars by synthesizing the key contributions, summarizing influential studies, and identifying emerging topics that guide further investigations in the field.

Anahtar Kelimeler

• Kaynak Güvenilirliği Modeli
• Influencer Pazarlama
• Ünlü Onayı
• Bibliyometrik Analiz

Kaynakça

1. Alboqami, H. (2023). Trust me, I'm an influencer!-Causal recipes for customer trust in artificial intelligence influencers in the retail industry. Journal of Retailing and Consumer Services, 72(2023), 103242. https://doi.org/10.1016/j.jretconser.2022.103242.
2. AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374.
3. Alassani, R., & Göretz, J. (2019). Product placements by micro and macro influencers on Instagram. In Social Computing and Social Media. Communication and Social Communities: 11th International Conference, SCSM 2019, Held as Part of the 21st HCI International Conference, July 26-31, 2019, Orlando, FL, USA.
4. Añaña, E., & Barbosa, B. (2023). Digital influencers promoting healthy food: The role of source credibility and consumer attitudes and involvement on purchase intention. Sustainability, 15(20), 15002. https://doi.org/10.3390/su152015002.
5. Argyris, Y. A., Muqaddam, A., & Miller, S. (2021). The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience. Journal of Retailing and Consumer Services, 59(2021), 102347. https://doi.org/10.1016/j.jretconser.2020.102347.
6. Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of informetrics, 11(4), 959-975.
7. Babu, E., Joseph, N. M., & Aboobaker, N. (2024). Unveiling the Impact of Influencer Attributes on Purchase Intention of Gen Z: The Moderating Role of Parasocial Interaction. Global Business Review, October(2024). 09721509241280996. https://doi.org/10.1177/09721509241280996.
8. Balaban, D. C., Szambolics, J., & Chirică, M. (2022). Parasocial relations and social media influencers' persuasive power. Exploring the moderating role of product involvement. Acta Psychologica, 230(2022), 103731. https://doi.org/10.1016/j.actpsy.2022.103731.

9. Balaban, D., Iancu, I., Mustățea, M., Pavelea, A., & Culic, L. (2020). What determines young people to follow influencers? The role of perceived information quality and trustworthiness on users’ following intentions. Romanian Journal of Communication and Public Relations, 22(3), 5-19.
10. Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46.
11. Banerjee, S., Bhattacharyya, S., & Bose, I. (2017). Whose online reviews to trust? Understanding reviewer trustworthiness and its impact on business. Decision Support Systems, 96(2017), 17-26.
12. Baudier, P., & de Boissieu, E. (2025). Are social media robot influencers credible? A cross-continental analysis in a fashion context. Computers in Human Behavior, 162(2025), 108447. https://doi.org/10.1016/j.chb.2024.108447.
13. Baudier, P., de Boissieu, E., & Duchemin, M. H. (2023). Source credibility and emotions generated by robot and human influencers: the perception of luxury brand representatives. Technological Forecasting and Social Change, 187(2023), 122255. https://doi.org/10.1016/j.techfore.2022.122255.
14. Bergman, E. M. L. (2012). Finding citations to social work literature: The relative benefits of using Web of Science, Scopus, or Google Scholar. The journal of academic librarianship, 38(6), 370-379.
15. Bornmann, L., Haunschild, R., & Hug, S. E. (2018). Visualizing the context of citations referencing papers published by Eugene Garfield: A new type of keyword co-occurrence analysis. Scientometrics, 114(2018), 427-437.
16. Breves, P., Amrehn, J., Heidenreich, A., Liebers, N., & Schramm, H. (2021). Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers. International Journal of Advertising, 40(7), 1209-1229.
17. Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
18. Breves, P., & Liebers, N. (2025). The Impact of Following Duration on the Perception of Influencers and Their Persuasive Effectiveness Explained by Parasocial Relationship Stages. Journal of Current Issues & Research in Advertising, 46(1), 1-18.
19. Brown, D., & Hayes, N. (2008). Influencer marketing. London: Routledge. https://doi.org/10.4324/9780080557700.
20. Burt, R. S. (1999). The social capital of opinion leaders. The Annals of the American Academy of Political and Social Science, 566(1), 37-54.
21. Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), 469-479.
22. Callon, M., Courtial, J. P., Turner, W. A., & Bauin, S. (1983). From translations to problematic networks: An introduction to co-word analysis. Social science information, 22(2), 191-235.
23. Carter, D. (2016). Hustle and brand: The sociotechnical shaping of influence. Social Media. Society, 2(3), 1-12.
24. Chadegani, A. A., Salehi, H., Yunus, M. M., Farhadi, H., Fooladi, M., Farhadi, M., & Ebrahim, N. A. (2013). A comparison between two main academic literature collections: Web of Science and Scopus databases. Asian Social Science, 9(5), 18-26.
25. Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752-766.
26. Chan, K. K., & Misra, S. (1990). Characteristics of the opinion leader: A new dimension. Journal of advertising, 19(3), 53-60.
27. Chen, X., Hyun, S. S., & Lee, T. J. (2022). The effects of parasocial interaction, authenticity, and self‐congruity on the formation of consumer trust in online travel agencies. International Journal of Tourism Research, 24(4), 563-576.
28. Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227-3248.
29. Costas, R., & Bordons, M. (2008). Is g-index better than h-index? An exploratory study at the individual level. Scientometrics, 77(2), 267-288.
30. de Boissieu, E., & Baudier, P. (2023). The perceived credibility of human-like social robots: virtual influencers in a luxury and multicultural context. Journal of Organizational Change Management, 36(7), 1163-1179.
31. De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising. International journal of advertising, 39(1), 94-130.
32. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in human behavior, 68(2017), 1-7.
33. Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446.
34. Egghe, L., & Rousseau, R. (2002). Co-citation, bibliographic coupling and a characterization of lattice citation networks. Scientometrics, 55(3), 349-361.
35. Eisend, M. (2006). Source credibility dimensions in marketing communication–A generalized solution. Journal of Empirical Generalisations in Marketing Science, 10(2), 1-33.
36. Elsevier (2024). Scopus Fact Sheet August 2024. Available at https://assets.ctfassets.net/o78em1y1w4i4/6hYY3zWmqROQyYUVQ1ppvF/dd9ad62a897c026061bfbc5a1c8b66c0/2024_A_G_Scopus_Fact_Sheet_-_August_2024.pdf (accessed 03.02.2025).
37. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
38. Filieri, R., Acikgoz, F., & Du, H. (2023a). Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products. Journal of Business Research, 2023(160), 113774. https://doi.org/10.1016/j.jbusres.2023.113774.
39. Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2023b). Influencers'“organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology & Marketing, 40(2), 347-364.
40. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public relations review, 37(1), 90-92.
41. Friedman, H. H., & Friedman, I. C. (1976). Whom do students trust?. Journal of Communication, 26(2), 48-49.
42. Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(1978), 291-299.
43. Garfield, E., & Sher, I. H. (1993). Brief Communication Keywords PlusAlgorithmic Derivative Indexing. Journal of the American Society for Information Science (1986-1998), 44(5), 298.
44. Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological bulletin, 68(2), 104-119.
45. Glenister, G. (2021). Influencer Marketing Strategy: How to create successful influencer marketing. Kogan Page Publishers, Dublin.
46. Goldman Sachs (2023). The creator economy could approach half-a-trillion dollars by 2027. Available at https://www.goldmansachs.com/insights/articles/the-creator-economy-could-approach-half-a-trillion-dollars-by-2027 (accessed, 24.03.2025).
47. Halder, D., Pradhan, D., & Chaudhuri, H. R. (2021). Forty-five years of celebrity credibility and endorsement literature: Review and learnings. Journal of Business Research, 125(2021), 397-415.
48. Halim, Z., Sargana, H. M., & Waqas, M. (2021). Clustering of graphs using pseudo-guided random walk. Journal of Computational Science, 51(2021), 101281. https://doi.org/10.1016/j.jocs.2020.101281.
49. Hariningsih, E., Haryanto, B., Wahyudi, L., & Sugiarto, C. (2024). Ten years of evolving traditional versus non-traditional celebrity endorser study: review and synthesis. Management Review Quarterly, April(2024), 1-61. https://doi.org/10.1007/s11301-024-00425-0.
50. Hayes, R. A., & Carr, C. T. (2015). Does being social matter? Effects of enabled commenting on credibility and brand attitude in social media. Journal of Promotion Management, 21(3), 371-390.
51. Hong, Y., Lee, N., Kirkpatrick, C. E., Hu, S., Lee, S., & Hinnant, A. (2024). “Trust Me, I’ma Doctor.” How TikTok Videos from Different Sources Influence Clinical Trial Participation. Health Communication, 40(3), 417-428.
52. Huber, J. C. (2002). A new model that generates Lotka's law. Journal of the American Society for Information Science and Technology, 53(3), 209-219.
53. Hugh, D. C., Dolan, R., Harrigan, P., & Gray, H. (2022). Influencer marketing effectiveness: the mechanisms that matter. European Journal of Marketing, 56(12), 3485-3515.
54. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion. CT: Yale University Press, New Haven.
55. Hwang, Y., & Jeong, S. H. (2016). “This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts. Computers in human behavior, 62(2016), 528-535.
56. Jamil, R. A., Qayyum, U., ul Hassan, S. R., & Khan, T. I. (2024). Impact of social media influencers on consumers' well-being and purchase intention: a TikTok perspective. European Journal of Management and Business Economics, 33(3), 366-385.
57. Jang, W., Kim, J., Kim, S., & Chun, J. W. (2021). The role of engagement in travel influencer marketing: the perspectives of dual process theory and the source credibility model. Current Issues in Tourism, 24(17), 2416-2420.
58. Jin, S. V., & Muqaddam, A. (2019). Product placement 2.0: “Do brands need influencers, or do influencers need brands?”. Journal of Brand Management, 26(2019), 522-537.
59. Ju, I., & Lou, C. (2022). Does influencer–follower relationship matter? Exploring how relationship norms and influencer–product congruence affect advertising effectiveness across product categories. Journal of Interactive Advertising, 22(2), 157-177.
60. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
61. Khanra, S., Dhir, A., Parida, V., & Kohtamäki, M. (2021). Servitization research: A review and bibliometric analysis of past achievements and future promises. Journal of Business Research, 131(2021), 151-166.
62. Kaikati, J. G. (1987). Celebrity advertising: A review and synthesis. International Journal of Advertising, 6(2), 93-105.
63. Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of advertising, 19(1), 4-13.
64. Kaminski, J. (2011). Diffusion of innovation theory. Canadian Journal of Nursing Informatics, 6(2), 1-6.
65. Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communication. Free Press, New York.
66. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
67. Klarin, A. (2024). How to conduct a bibliometric content analysis: Guidelines and contributions of content co‐occurrence or co‐word literature reviews. International Journal of Consumer Studies, 48(2), 1-20.
68. Kubat Dokumacı, U. (2024). How streamer credibility affects viewers’ willingness to pay for online games: a social identity perspective. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-05-2024-0108.
69. Lawrence, C., & Meivitawanli, B. (2023). The role of parasocial relationships, congruence and source credibility in Indonesia: a study on Tiktok live streaming commerce in the cosmetics industry. Australasian Accounting, Business and Finance Journal, 17(5), 39-51.
70. Le, L. H., & Hancer, M. (2021). Using social learning theory in examining YouTube viewers’ desire to imitate travel vloggers. Journal of Hospitality and Tourism Technology, 12(3), 512-532.
71. Le, H. T. P. M., & Ryu, S. (2023). The eWOM adoption model in the hospitality industry: the moderating effect of the vlogger’s review. Journal of Hospitality and Tourism Technology, 14(2), 225-244.
72. Leite, F. P., & Baptista, P. D. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295-311.
73. Leite, F. P., Pontes, N., & de Paula Baptista, P. (2022). Oops, I've overshared! When social media influencers' self-disclosure damage perceptions of source credibility. Computers in Human Behavior, 133(2022), 107274. https://doi.org/10.1016/j.chb.2022.107274.
74. Leite, F. P., Pontes, N., & Schivinski, B. (2024). Influencer marketing effectiveness: giving competence, receiving credibility. Journal of Travel & Tourism Marketing, 41(3), 307-321.
75. Levin, A. (2020). Influencer marketing for brands. ISBN-13 (electronic): 978-1-4842-5503-2 https://doi.org/10.1007/978-1-4842-5503-2.
76. Li, G., Cao, Y., Lu, B., Yu, Y., & Liu, H. (2023). Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising, 42(7), 1178-1200.
77. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
78. Lou, C., Zhou, X., & Xu, Q. (2024). Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing. International Journal of Advertising, 43(8), 1315-1341.
79. Mainolfi, G., Lo Presti, L., Marino, V., & Filieri, R. (2022). “YOU POST, I TRAVEL.” Bloggers' credibility, digital engagement, and travelers' behavioral intention: The mediating role of hedonic and utilitarian motivations. Psychology & Marketing, 39(5), 1022-1034.
80. Martensen, A., Brockenhuus-Schack, S., & Zahid, A. L. (2018). How citizen influencers persuade their followers. Journal of Fashion Marketing and Management: An International Journal, 22(3), 335-353.
81. McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of consumer research, 13(1), 71-84.
82. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
83. McGuire, William J. (1985). Attitudes and Attitude Change. Lindzey, G. and Aronson, E. (eds.), in Handbook of Social Psychology, Vol. Random House, New York.
84. Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.
85. Mucundorfeanu, M., Balaban, D. C., & Mauer, M. (2024). Exploring the effectiveness of digital manipulation disclosures for Instagram posts on source credibility and authenticity of social media influencers. International Journal of Advertising, 44(1), 131-163.
86. Muda, M. (2019). Examining the source credibility of user-generated beauty contents (UGBC) on Youtube in influencing consumers’ purchase intention, Malaysian Journal of Consumer and Family Economics, 22(2), 167-184.
87. Muda, M., & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention. Journal of Research in Interactive Marketing, 15(3), 441-459.
88. Nadlifatin, R., Persada, S. F., Munthe, J. H., Ardiansyahmiraja, B., Redi, A. A. N. P., Prasetyo, Y. T., & Belgiawan, P. F. (2022). Understanding factors influencing traveler’s adoption of travel influencer advertising: an Information Adoption Model approach. Business: Theory and Practice, 23(1), 131-140.
89. O’Neil, J., & Eisenmann, M. (2017). An examination of how source classification impacts credibility and consumer behavior. Public Relations Review, 43(2), 278-292.
90. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
91. Ooi, K. B., Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., & Lim, A. F. (2023). Social media influencers: an effective marketing approach?. Journal of Business Research, 160(2023), 113773. https://doi.org/10.1016/j.jbusres.2023.113773.
92. Ozdemir, O., Kolfal, B., Messinger, P. R., & Rizvi, S. (2023). Human or virtual: How influencer type shapes brand attitudes. Computers in Human Behavior, 145(2023), 107771. https://doi.org/10.1016/j.chb.2023.107771. Petrosyan, A. (2025). Worldwide digital population 2025. Statista. Available at https://www.statista.com/statistics/617136/digital-population-worldwide/#:~:text=Worldwide%20digital%20population%202025&text=As%20of%20February%202025%2C%20there,population%2C%20were%20social%20media%20users (accessed 23.03.2025)
93. Phan, N. T. T., & Nguyen, T. M. (2024). The Influence of Key Opinion Consumers on Customers' Purchase Intention via TikTok-The Case of Generation Z in Vietnam. Review of Integrative Business and Economics Research, 13(1), 51-70.
94. Pick, M. (2021). Psychological ownership in social media influencer marketing. European Business Review, 33(1), 9-30.
95. Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades' evidence. Journal of Applied Social Psychology, 34(2), 243-281.
96. Potter, W.G. (1981). Lotka’s Law Revisited. Library Trends, 30(1981 Summer), 21-40.
97. Qiu, L., Li, X., & Choi, S. H. (2024). Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective. Journal of Destination Marketing & Management, 31(2024), 100826. https://doi.org/10.1016/j.jdmm.2023.100826.
98. Rocha, P. I., Caldeira de Oliveira, J. H., & Giraldi, J. D. M. E. (2020). Marketing communications via celebrity endorsement: an integrative review. Benchmarking: An International Journal, 27(7), 2233-2259.
99. Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. Public Opinion Quarterly, 26(3), 435-441.
100. Roy, S. (2018). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 24(8), 843-862.
101. Sedighi, M. (2016). Application of word co-occurrence analysis method in mapping of the scientific fields (case study: the field of Informetrics). Library review, 65(1/2), 52-64.
102. Shafie, N. I., Rahman, N. H. A., Harun, R., & Ismail, S. (2023). Celebrities in Marketing: A Bibliometric Approach to Analyzing Celebrity Endorsement Strategies. Global Business & Management Research, 15(4), 1-12.
103. Shoukat, M. H., Selem, K. M., Elgammal, I., Ramkissoon, H., & Amponsah, M. (2023). Consequences of local culinary memorable experience: Evidence from TikTok influencers. Acta psychologica, 238(2023), 103962. https://doi.org/10.1016/j.actpsy.2023.103962.
104. Srivastava, M. (2021). Mapping the influence of influencer marketing: a bibliometric analysis. Marketing Intelligence & Planning, 39(7), 979-1003.
105. Statista Research Department (2025). Global influencer marketing value 2015-2025. Available at https://www.statista.com/statistics/1092819/global-influencer-market-size (accessed, 24.03.2025).
106. Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4(4), 252-260.
107. Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in influencer marketing: A review and bibliometric analysis. Journal of Interactive Advertising, 22(1), 1-27.
108. Tennekes, M. (2018). tmap: Thematic Maps in R. Journal of Statistical Software, 84(2018), 1-39.
109. Tormala, Z. L., Briñol, P., & Petty, R. E. (2006). When credibility attacks: The reverse impact of source credibility on persuasion. Journal of Experimental Social Psychology, 42(5), 684-691.
110. Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276.
111. Törn, F. (2012). Revisiting the match-up hypothesis: Effects of brand-incongruent celebrity endorsements. Journal of Current Issues & Research in Advertising, 33(1), 20-36.
112. Valente, T. W., & Davis, R. L. (1999). Accelerating the diffusion of innovations using opinion leaders. The Annals of the American Academy of Political and Social Science, 566(1), 55-67.
113. Valente, T. W., & Pumpuang, P. (2007). Identifying opinion leaders to promote behavior change. Health Education & Behavior, 34(6), 881-896.
114. Valente, T. W., & Rogers, E. M. (1995). The origins and development of the diffusion of innovations paradigm as an example of scientific growth. Science Communication, 16(3), 242-273.
115. Van Eck, N. J., & Waltman, L. (2014). Visualizing bibliometric networks. In Measuring scholarly impact: Methods and practice. Springer International Publishing, Cham.
116. Van Eck, N. J., & Waltman, L. (2019). VOSviewer Manual. Available at https://www.vosviewer.com/documentation/Manual_VOSviewer_1.6.10.pdf (accessed 01.03.2025).
117. Vodák, J., Novysedlák, M., Čakanová, L., & Pekár, M. (2019). Who is Influencer and How to Choose the Right One to Improve Brand Reputation?. Managing Global Transitions: International Research Journal, 17(2), 149-162.
118. Wang, S., & Liu, M. T. (2022). Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda. Asia Pacific Journal of Marketing and Logistics, 35(4), 849-873.
119. Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160-170.
120. Wiedmann, K. P., & Von Mettenheim, W. (2021). Attractiveness, trustworthiness and expertise–social influencers’ winning formula?. Journal of Product & Brand Management, 30(5), 707-725.
121. Wilson, E. J., & Sherrell, D. L. (1993). Source effects in communication and persuasion research: A meta-analysis of effect size. Journal of the Academy of Marketing Science, 21(1993), 101-112.
122. WoS (2025). Web of Science Coverage Details. Available at https://clarivate.libguides.com/librarianresources/coverage (accessed 03.02.2025).
123. Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188-213.
124. Yılmazdoğan, O. C., Doğan, R. Ş., & Altıntaş, E. (2021). The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction. Journal of Vacation Marketing, 27(3), 299-313.
125. Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133-147.
126. Zhang, J., Yu, Q., Zheng, F., Long, C., Lu, Z., & Duan, Z. (2016). Comparing keywords plus of WOS and author keywords: A case study of patient adherence research. Journal of the Association for Information Science and Technology, 67(4), 967-972.