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 effec...
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Emerald Publishing Limited
2024
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Online Access: | http://irep.iium.edu.my/112540/1/112540_Social%20media%20influencer%20marketing.pdf http://irep.iium.edu.my/112540/2/112540_Social%20media%20influencer%20marketing_SCOPUS.pdf http://irep.iium.edu.my/112540/ https://www.emerald.com/insight/content/doi/10.1108/IJQSS-10-2023-0174/full/pdf?title=social-media-influencer-marketing-science-mapping-of-the-present-and-future-trends |
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my.iium.irep.1125402024-09-23T07:34:51Z http://irep.iium.edu.my/112540/ Social media influencer marketing: science mapping of the present and future trends Fauzi, Muhammad Ashraf Ali, Zuraina Satari, Zanariah Megat Ramli, Puteri Azlian Omer, Mazen H10 Societies 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 Emerald Publishing Limited 2024-04-10 Article PeerReviewed application/pdf en http://irep.iium.edu.my/112540/1/112540_Social%20media%20influencer%20marketing.pdf application/pdf en http://irep.iium.edu.my/112540/2/112540_Social%20media%20influencer%20marketing_SCOPUS.pdf Fauzi, Muhammad Ashraf and Ali, Zuraina and Satari, Zanariah and Megat Ramli, Puteri Azlian and Omer, Mazen (2024) Social media influencer marketing: science mapping of the present and future trends. International Journal of Quality and Service Sciences. pp. 1-19. ISSN 1756-669X E-ISSN 1756-6703 https://www.emerald.com/insight/content/doi/10.1108/IJQSS-10-2023-0174/full/pdf?title=social-media-influencer-marketing-science-mapping-of-the-present-and-future-trends DOI 10.1108/IJQSS-10-2023-0174 |
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H10 Societies Fauzi, Muhammad Ashraf Ali, Zuraina Satari, Zanariah Megat Ramli, Puteri Azlian Omer, Mazen Social media influencer marketing: science mapping of the present and future trends |
description |
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 |
format |
Article |
author |
Fauzi, Muhammad Ashraf Ali, Zuraina Satari, Zanariah Megat Ramli, Puteri Azlian Omer, Mazen |
author_facet |
Fauzi, Muhammad Ashraf Ali, Zuraina Satari, Zanariah Megat Ramli, Puteri Azlian Omer, Mazen |
author_sort |
Fauzi, Muhammad Ashraf |
title |
Social media influencer marketing: science mapping of the present and future trends |
title_short |
Social media influencer marketing: science mapping of the present and future trends |
title_full |
Social media influencer marketing: science mapping of the present and future trends |
title_fullStr |
Social media influencer marketing: science mapping of the present and future trends |
title_full_unstemmed |
Social media influencer marketing: science mapping of the present and future trends |
title_sort |
social media influencer marketing: science mapping of the present and future trends |
publisher |
Emerald Publishing Limited |
publishDate |
2024 |
url |
http://irep.iium.edu.my/112540/1/112540_Social%20media%20influencer%20marketing.pdf http://irep.iium.edu.my/112540/2/112540_Social%20media%20influencer%20marketing_SCOPUS.pdf http://irep.iium.edu.my/112540/ https://www.emerald.com/insight/content/doi/10.1108/IJQSS-10-2023-0174/full/pdf?title=social-media-influencer-marketing-science-mapping-of-the-present-and-future-trends |
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13.209306 |