{"title":"Mapping the influence of influencer marketing: a bibliometric analysis","authors":"Abhishek, Mukta Srivastava","doi":"10.1108/mip-03-2021-0085","DOIUrl":null,"url":null,"abstract":"PurposeThe 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/approachThe 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.FindingsThe 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/valueThis study is probably the first attempt at providing a comprehensive bibliometric analysis in the domain using a combination of VOSviewer and Biblioshiny packages.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2021-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"21","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Intelligence & Planning","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/mip-03-2021-0085","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 21
Abstract
PurposeThe 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/approachThe 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.FindingsThe 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/valueThis study is probably the first attempt at providing a comprehensive bibliometric analysis in the domain using a combination of VOSviewer and Biblioshiny packages.
期刊介绍:
Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.