Influencer Marketing: A Citation and Co-citation Analysis within Business and Management Domains

Anamika Srivastava; Bhawna Mukaria; Madhu Arora

doi:10.52756/ijerr.2024.v44spl.013

Authors

Anamika Srivastava Amity University Mumbai, India https://orcid.org/0009-0001-0758-1448
Bhawna Mukaria Institute of Information Technology & Management (IITM), Delhi, India https://orcid.org/0009-0001-1015-1887
Madhu Arora New Delhi Institute of Management (NDIM), New Delhi, India https://orcid.org/0000-0002-9554-3176

DOI:

https://doi.org/10.52756/ijerr.2024.v44spl.013

Keywords:

Bibliometric analysis, citation analysis, co-citation analysis, influencer marketing, social media influencers

Abstract

Influencer marketing has emerged as a popular approach businesses use to incorporate social influence into their operations and marketing strategies. It seems to be a useful and cost-effective strategy. It ensures a broad reach to highly engaged audiences and is frequently not interpreted by consumers as advertising. Many companies use influencers on social media to market their products to certain audiences. Carryminati, Khusha Kapila, Bhuvan Bam, and Riaz are famous social media influencers. The purpose of this study is to use bibliometric analysis to compile the body of knowledge on influencer marketing in the business and management area from 2018 to 2024. BiblioShiny software was used to analyze 462 papers that were taken out of the Scopus database. This paper conducts citations and co-citations analysis, identifies recent trends, and offers useful background information on influencer marketing. The results show a notable and quick rise (54.5%) in this sector, indicating a noticeable increase in interest. The USA and Hong Kong emerged as leading nations in terms of total citations (3050) and average article citations (107.7), respectively. Social media, Commerce, Marketing, Consumer behavior, perception, and artificial intelligence are the trending topics of influencer marketing research, where artificial intelligence is the latest trend. Lou C (1650) and Yuan S (1335) are the most influential authors in terms of citation. “Journal of Retailing and Consumer Services” is the top source with maximum citations (1943) and articles (37). Various bibliometric studies have been carried out to explore the concept of influencer marketing in general or other specific domains. There is a scarcity of bibliometric research that assesses the influencer marketing literature within the business and management domain or through citation and co-citation analysis. This study addresses this research gap. These findings will have significant implications that can greatly benefit researchers, decision-makers, and professionals in crafting policies. This bibliometric study concludes with limitations, and recommendations for further study.

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