社交媒体影响者营销:对当前和未来趋势的科学规划

IF 3.4 Q2 MANAGEMENT
Muhammad Ashraf Fauzi, Zuraina Ali, Zanariah Satari, Puteri Azlian Megat Ramli, Mazen Omer
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引用次数: 0

摘要

目的本研究旨在通过最先进的文献计量学方法进行科学图谱分析,揭示社交媒体影响者营销文献的知识结构,从而确定当前和未来的趋势。社交媒体影响者营销是通过社交媒体向消费者展示品牌和提供价值的最有效方法之一。本研究通过书目耦合和共词分析对知识结构进行评估,以揭示社交媒体影响者营销的新兴趋势和未来预测。研究结果社交媒体影响者营销的核心主题反映了影响者与追随者之间的数字接触以及影响者与追随者之间的交流。原创性/价值本研究根据社交媒体影响者营销的基本文献以及与该现象相关的基本主题,对知识结构进行了梳理。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social media influencer marketing: science mapping of the present and future trends

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.

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来源期刊
CiteScore
6.00
自引率
7.70%
发文量
21
期刊介绍: The International Journal of Quality and Service Sciences seeks to explore various aspects of quality and services as closely interrelated phenomena in the context of ongoing transformation processes of organizations and societies. Thus the journals'' scope is not limited to micro perspectives of organizational and management related issues. It seeks further to explore patterns, behaviors, processes, mechanisms, principles and consequences related to quality and services in a broad range of organizational and social/global processes. These processes embrace cultural, economic, social, environmental and even global dimensions in order to better understand the past, to better diagnose the current situations and hence to design better the future. The journal seeks to embrace a holistic view of quality and service sector management and explicitly promotes the emerging field of ‘quality and service sciences’.The journal is an open forum and one of the main channels for communication of multi- and inter- disciplinary research and practices.
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