What is it about?
The advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still lacks a comprehensive and systematic bibliometric analysis in the field. This study attempts to fill this critical gap by mapping the influence of IM to understand the intellectual structure and propose a future research agenda for scholars working in the domain.
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Why is it important?
This study is probably the first attempt at providing a comprehensive bibliometric analysis in the domain using a combination of VOSviewer and Biblioshiny packages.
Perspectives
There is a growing interest of scholars in the area of influencer marketing yet there are many unanswered research questions in the domain. Some of them include the trust formation process between influencers and followers, understanding the mechanisms across generation, gender, race and culture, the effectiveness of an IM campaign combined with other marketing communication tools, examining the message persuasion cues concerning types of platforms and the nature of products, examining the role of persuasion cues in the message in conjunction with personality frameworks like Big Five, Myers–Briggs Type Indicator (MBTI) and 16 Personality Factors. It also needs to be investigated if influencer’s authenticity is the same across typical fast moving consumer goods products, expensive products, and experience products and how followers’ responses can be used for segmentation during crises, new product introductions and other situations
Dr. Mukta Srivastava
TA Pai Management Institute
Read the Original
This page is a summary of: Mapping the influence of influencer marketing: a bibliometric analysis, Marketing Intelligence & Planning, August 2021, Emerald,
DOI: 10.1108/mip-03-2021-0085.
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