Abstract

Influencer marketing has steadily grown in the past decade as a strategy utilized by digital marketers for spreading brand messages with the help of social media influencers (SMIs). The main objective of this study is to review the academic literature related to influencer marketing between 2011 and 2019 with the help of both bibliometric analysis and content analysis. This review uses the Bibliometrix R-tool and the BiblioShiny app for data analysis and scientific mapping. This review presents a background of how influencer marketing research has evolved and examines the performance analysis based on sources, authors, documents, countries, and keywords. In addition, different knowledge structures were examined and interpreted to determine the most influential aspects of the literature. The trends observed in this research area from the content analysis and bibliometric analysis in terms of the significant methods, theories, emergent topics, thematic evolution, models, variables, industry focus, platforms used, leading research streams, data sources, and context of studies are the focus of the Discussion section. Finally, based on the findings of this analysis, future research directions are recommended to offer the potential to advance research on influencer marketing and SMIs.

摘要

网红营销在过去十年中稳步增长，作为数字营销人员在社交媒体网红 (SMI) 的帮助下传播品牌信息的一种策略。本研究的主要目的是在文献计量分析和内容分析的帮助下回顾 2011 年至 2019 年与影响者营销相关的学术文献。本综述使用 Bibliometrix R 工具和 BiblioShiny 应用程序进行数据分析和科学绘图。这篇评论介绍了影响者营销研究如何演变的背景，并检查了基于来源、作者、文档、国家和关键字的绩效分析。此外，对不同的知识结构进行了检查和解释，以确定文献中最有影响力的方面。从重要方法、理论、新兴主题、主题演变、模型、变量、行业焦点、使用的平台、领先的研究流、数据来源和研究背景等方面，从内容分析和文献计量分析中观察到该研究领域的趋势是讨论部分的重点。最后，基于该分析的结果，建议了未来的研究方向，以提供推进影响者营销和 SMI 研究的潜力。