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

• Main Authors: Fauzi, Muhammad Ashraf, Ali, Zuraina, Satari, Zanariah, Megat Ramli, Puteri Azlian, Omer, Mazen
• Format: Article
• Language: English; English
• Published: Emerald Publishing Limited 2024
• Subjects: H10 Societies
• 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

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