Social media influencer marketing: science mapping of the present and future trends

Fauzi, Muhammad Ashraf and Ali, Zuraina and Satari, Zanariah and Megat Ramli, Puteri Azlian and Omer, Mazen (2024) Social media influencer marketing: science mapping of the present and future trends. International Journal of Quality and Service Sciences. pp. 1-19. ISSN 1756-669X E-ISSN 1756-6703

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Abstract

Purpose – This study aims to reveal the knowledge structure of social media influencer marketing literature by performing science mapping analysis through a state-of-the-art bibliometric approach to determine the current and future trends. Social media influencer marketing is one of the most effective approaches to presenting a brand and offering value to consumers via social media. Design/methodology/approach – This study evaluates the knowledge structure to uncover the emerging trends and future predictions in social media influencer marketing through bibliographic coupling and co-word analysis. In total, 917 journal publications were retrieved from the Web of Science database and analyzed using VOSviewer software. Findings – The central theme in social media influencer marketing reflects digital engagement between influencers and followers and communication between influencers and followers. The theoretical and managerial implications are discussed. Originality/value – This study unleashes the knowledge structure according to the fundamental literature of social media influencer marketing and the underlying themes related to the phenomenon

Item Type:	Article (Journal)
Uncontrolled Keywords:	Keywords Social media influencers, Social network, Digital engagement, Influencer marketing, Bibliometric analysis
Subjects:	H Social Sciences > H Social Sciences (General) > H10 Societies
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Education Kulliyyah of Education > Department of Educational Psychology & Counseling
Depositing User:	DR PUTERI AZLIAN MEGAT RAMLI
Date Deposited:	10 Jun 2024 08:48
Last Modified:	10 Jun 2024 11:30
URI:	http://irep.iium.edu.my/id/eprint/112540

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