Mapping the influence of influencer marketing: a bibliometric analysis

IF 3.6 3区 管理学 Q2 BUSINESS
Abhishek, Mukta Srivastava
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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.
影响力营销的影响力映射:文献计量学分析
社交媒体的出现导致了影响者和影响者营销(IM)领域的出现。尽管这是一个新兴的研究领域,但它仍然缺乏一个全面和系统的文献计量学分析。本研究试图通过绘制IM的影响来了解知识结构,并为在该领域工作的学者提出未来的研究议程,从而填补这一关键空白。设计/方法/方法作者使用VOSviewer和Biblioshiny软件包进行了引文分析、书目耦合、关键词分析和三场图分析等多种分析。本研究的主要发现包括确定了该领域的六个集群,即“即时通讯的机制”、“即时通讯的影响测量”、“即时通讯的说服线索”、“影响者的讨人喜欢因素”、“影响者的真实性”和“理解追随者”。未来的研究指导方针已在每六个集群提出,其次是研究和管理的影响,结论和局限性。原创性/价值本研究可能是第一次尝试使用VOSviewer和Biblioshiny软件包在该领域提供全面的文献计量学分析。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
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.
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