Social media influencers: literature review, trends and research agenda
Journal of Advances in Management Research
ISSN: 0972-7981
Article publication date: 21 December 2023
Issue publication date: 19 April 2024
Abstract
Purpose
This study aims to provide a holistic review of social media influencers (SMIs) research based on a unique approach of bibliometric analysis and content analysis between 2011 and 2020. The review examines the main influential aspects, themes and research streams to identify research directions for the future.
Design/methodology/approach
The sample selection and data collection were done from the Scopus database. The sample dataset was refined based on the inclusion and exclusion criteria to determine the final dataset of 183 articles. The dataset was exported in the BibTeX format and then imported into the BiblioShiny app for bibliometric analysis. The content analysis was done following the theory-context-methodology framework.
Findings
The several findings of this study include (1) Co-word analysis of most used keywords; (2) Longitudinal thematic evolution; (3) The focus of the research papers as per the theory-context-methodology review protocol are persuasion knowledge model, fashion and beauty industries, Instagram and content analysis, respectively; and (4) The network analysis of the research studies is known as the co-citation analysis and depicts the intellectual structure in the domain. This analysis resulted in four clusters of the research streams from the literature and two emergent themes (Chen et al., 2010)
Originality/value
In general, the previous reviews in the area are either domain, method or theory-based. Thus, this study aims to complement and extend the existing literature by presenting the overall picture of the SMI research with the help of a unique combined approach and further highlighting the trends and future research directions based on the findings of this study.
Keywords
Citation
Tanwar, A.S., Chaudhry, H. and Srivastava, M.K. (2024), "Social media influencers: literature review, trends and research agenda", Journal of Advances in Management Research, Vol. 21 No. 2, pp. 173-202. https://doi.org/10.1108/JAMR-10-2022-0218
Publisher
:Emerald Publishing Limited
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