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

Muhammad Ashraf, Fauzi and Zuraina, Ali and Siti Zanariah, Satari and Puteri Azlian, Megat Ramli and Omer, Mazen M. (2024) Social media influencer marketing: Science mapping of the present and future trends. International Journal of Quality and Service Sciences, 16 (2). 199 -217. ISSN 1756-669X. (Published)

	Pdf 2024_IJQSS_Social media influencers.pdf Restricted to Repository staff only Download (890kB) | Request a copy
Preview	Pdf Social media influencer marketing_ABST.pdf Download (51kB) | Preview

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
Additional Information:	Indexed by Scopus
Uncontrolled Keywords:	Bibliometric analysis; Digital engagement; Influencer marketing; Social media influencers; Social network
Subjects:	H Social Sciences > HF Commerce
Faculty/Division:	Faculty of Industrial Management Institute of Postgraduate Studies Center for Human Sciences Center for Mathematical Science Faculty of Civil Engineering Technology
Depositing User:	Dr. Muhammad Ashraf Fauzi
Date Deposited:	23 Jul 2024 02:58
Last Modified:	23 Jul 2024 02:58
URI:	http://umpir.ump.edu.my/id/eprint/42037
Download Statistic:	View Download Statistics

Actions (login required)

View Item