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Social media influencer marketing: science mapping of the present and future trends

Muhammad Ashraf Fauzi (Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah, Gambang, Malaysia and Shinawatra University, Sam Khok, Thailand,)
Zuraina Ali (Centre for Modern Languages and Human Sciences, Universiti Malaysia Pahang Al-Sultan Abdullah, Pekan, Malaysia)
Zanariah Satari (Centre for Mathematical Sciences, Universiti Malaysia Pahang Al-Sultan Abdullah, Gambang, Malaysia)
Puteri Azlian Megat Ramli (Kulliyyah of Education, International Islamic University Malaysia, Kuala Lumpur, Malaysia)
Mazen Omer (Faculty of Civil Engineering Technology, Universiti Malaysia Pahang Al-Sultan Abdullah, Gambang, Malaysia)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 10 April 2024

Issue publication date: 5 July 2024

1676

Abstract

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.

Keywords

Acknowledgements

This research was supported by research fund from the Ministry of Higher Education Malaysia under the Fundamental Research Grant Scheme FRGS/1/2022/SS01/UMP/02/2 (UMP SA Grant no. RDU220137).

Competing interests: The authors declare no competing interest.

Availability of data and materials: Data will be provided upon request.

Citation

Fauzi, M.A., Ali, Z., Satari, Z., Megat Ramli, P.A. and Omer, M. (2024), "Social media influencer marketing: science mapping of the present and future trends", International Journal of Quality and Service Sciences, Vol. 16 No. 2, pp. 199-217. https://doi.org/10.1108/IJQSS-10-2023-0174

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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