Research trends in influencer marketing: A bibliometric study

This research aims to identify journals, authors, and papers related to influencer marketing and its applications within five years (2018-2022). It uses bibliometric methods and the Scopus database to identify 144 documents in journal articles and conference proceedings. The results showed that more than 85% were journal articles, and the rest were conference papers. During this period, 359 authors were found, with 16 authors being single authors and 343 authors being multiple authors. Despite the relatively small number of articles, the number of citations reached 2518 in Scopus, and the average number of citations per article was 19.26. Liselot Hudders, with four publications affiliated with Universiteit Gent, Ghent, Belgium, was the main contributor to this study. Regarding sources, the Journal of Digital and Social Media Marketing ranked her at the top of the five most essential sources for research on influencer marketing. The results show that "social media" is the top keyphrases and will continue to grow from 2017 until its peak in 2022. It was followed by "social media marketing" and "Instagram." These three are the most important keywords during this period, which allows us to see the development trend of influencer marketing.