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Sciences du Nord Economics and Business
Published by PT KOLABORASI KARYA AKADEMIKA
ISSN : 30475643     EISSN : 30465168     DOI : https://doi.org/10.71238/sneb
Core Subject : Economy,
Economics, Econometrics & Finance
Sciences du Nord Economics and Business is an open access journal from North Press Publishers. Sciences du Nord Economics and Business an international journal publishing papers that apply quantitative methods to analyze economic, business and management issues and problems published twice a year in the January-June and July-December periods.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 31 Documents
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Trends Patterns and Emerging Topics in Influencer Marketing a Bibliometric Loso Judijanto; Andriya Risdwiyanto
Sciences du Nord Economics and Business Vol. 2 No. 02 (2025): Sciences du Nord Economics and Business
Publisher : North Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71238/sneb.v2i02.99

Abstract

Influencer marketing has become a central strategy in digital marketing, driven by the rapid growth of social media platforms and changing consumer behavior. As academic interest in this domain has expanded significantly, a systematic understanding of the intellectual structure, research trends, and emerging themes remains essential. This study aims to map the evolution of influencer marketing research by conducting a bibliometric analysis of scholarly publications indexed in the Scopus database. Using VOSviewer, the study examines publication trends, co-authorship networks, country and institutional collaborations, and keyword co-occurrence patterns to identify dominant research streams and emerging topics. The findings reveal that influencer marketing research is strongly anchored in social media and consumer behavior studies, with trust, credibility, engagement, and purchase intention forming the core conceptual foundations. More recent research trends indicate a growing emphasis on strategic and performance-oriented outcomes, platform-specific dynamics, and technological innovations such as machine learning and immersive media. By providing a comprehensive mapping of the field, this study contributes to theoretical consolidation and offers practical insights for researchers and practitioners seeking to understand and advance influencer marketing in an evolving digital ecosystem.

Page 4 of 4 | Total Record : 31

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