Trends in Influencer Marketing: A Bibliometric Analysis and Future Directions

Authors : Hamit Erdoğan, Burcu Mucan Özcan

Pages : 35-55

Doi:10.18026/cbayarsos.1466546

View : 156 | Download : 241

Publication Date : 2024-09-30

Article Type : Research Paper

Abstract :Influencer marketing is one of the trending research topics in marketing. In this context, this study aims to bibliometrically evaluate the work published by academics about influencer marketing. Bibliometric analysis was applied to 1584 English articles in the Scopus database containing the subject title of influencer marketing and its synonyms. The data were analyzed under four headings—information of published articles, citation analysis, word cloud and author information—through the R program version 4.2.2. Additionally, the Voyant Tools text analysis program was used in some analyses. The research results will provide a detailed report on English articles in the Scopus database regarding influencer marketing between 2002 and 2022. It is thought that the research results will provide a general guide for future studies on influencer marketing.
Keywords : Influencer Pazarlaması, Sosyal Medya, Bibliyometrik Analiz