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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 effectiv...

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Main Authors: Muhammad Ashraf, Fauzi, Zuraina, Ali, Siti Zanariah, Satari, Puteri Azlian, Megat Ramli, Omer, Mazen M.
Format: Article
Language:English
English
Published: Emerald Publishing 2024
Subjects:
HF Commerce
Online Access:http://umpir.ump.edu.my/id/eprint/42037/1/2024_IJQSS_Social%20media%20influencers.pdf
http://umpir.ump.edu.my/id/eprint/42037/7/Social%20media%20influencer%20marketing_ABST.pdf
http://umpir.ump.edu.my/id/eprint/42037/
https://doi.org/10.1108/IJQSS-10-2023-0174
https://doi.org/10.1108/IJQSS-10-2023-0174
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spelling my.ump.umpir.420372024-07-23T02:58:33Z http://umpir.ump.edu.my/id/eprint/42037/ Social media influencer marketing: Science mapping of the present and future trends Muhammad Ashraf, Fauzi Zuraina, Ali Siti Zanariah, Satari Puteri Azlian, Megat Ramli Omer, Mazen M. HF Commerce 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 2024-07-05 Article PeerReviewed pdf en http://umpir.ump.edu.my/id/eprint/42037/1/2024_IJQSS_Social%20media%20influencers.pdf pdf en http://umpir.ump.edu.my/id/eprint/42037/7/Social%20media%20influencer%20marketing_ABST.pdf Muhammad Ashraf, Fauzi and Zuraina, Ali and Siti Zanariah, Satari and Puteri Azlian, Megat Ramli and Omer, Mazen M. (2024) Social media influencer marketing: Science mapping of the present and future trends. International Journal of Quality and Service Sciences, 16 (2). 199 -217. ISSN 1756-669X. (Published) https://doi.org/10.1108/IJQSS-10-2023-0174 https://doi.org/10.1108/IJQSS-10-2023-0174
institution Universiti Malaysia Pahang Al-Sultan Abdullah
building UMPSA Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Pahang Al-Sultan Abdullah
content_source UMPSA Institutional Repository
url_provider http://umpir.ump.edu.my/
language English
English
topic HF Commerce
spellingShingle HF Commerce
Muhammad Ashraf, Fauzi
Zuraina, Ali
Siti Zanariah, Satari
Puteri Azlian, Megat Ramli
Omer, Mazen M.
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 Muhammad Ashraf, Fauzi
Zuraina, Ali
Siti Zanariah, Satari
Puteri Azlian, Megat Ramli
Omer, Mazen M.
author_facet Muhammad Ashraf, Fauzi
Zuraina, Ali
Siti Zanariah, Satari
Puteri Azlian, Megat Ramli
Omer, Mazen M.
author_sort Muhammad Ashraf, Fauzi
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
publishDate 2024
url http://umpir.ump.edu.my/id/eprint/42037/1/2024_IJQSS_Social%20media%20influencers.pdf
http://umpir.ump.edu.my/id/eprint/42037/7/Social%20media%20influencer%20marketing_ABST.pdf
http://umpir.ump.edu.my/id/eprint/42037/
https://doi.org/10.1108/IJQSS-10-2023-0174
https://doi.org/10.1108/IJQSS-10-2023-0174
_version_ 1822924522750214144
score 13.232414

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