Abstract
PurposeThe 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.Design/methodology/approachThe authors have used VOSviewer and Biblioshiny packages for conducting a variety of analyses such as citation analysis, bibliographic coupling, keyword analysis and three-field plot analysis.FindingsThe main findings include identifying six clusters in the domain, i.e. “mechanism of IM,” “measuring the impact of IM,” “persuasive cues in IM,” “likability factors of influencers,” “authenticity of influencers” and “understanding followers.” Future research guidelines have been proposed in each of the six clusters, followed by research and managerial implications, conclusion and limitations.Originality/valueThis study is probably the first attempt at providing a comprehensive bibliometric analysis in the domain using a combination of VOSviewer and Biblioshiny packages.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
