Social media influencers: literature review, trends and research agenda

Title

Social media influencers: literature review, trends and research agenda

Creator

Tanwar A.S.; Chaudhry H.; Srivastava M.K.

Description

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 etal., 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. 2023, Emerald Publishing Limited.

Source

Journal of Advances in Management Research, Vol-21, No. 2, pp. 173-202.

Date

2024-01-01

Publisher

Emerald Publishing

Subject

Bibliometric analysis; Influencer marketing; Literature review; Social media; Social media influencers; TCM

Coverage

Tanwar A.S., Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, India; Chaudhry H., Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, India; Srivastava M.K., Christ University, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 9727981

Format

Online

Language

English

Type

Review

Identifier

https://doi.org/10.1108/JAMR-10-2022-0218

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85179969355&doi=10.1108%2fJAMR-10-2022-0218&partnerID=40&md5=42740caa6ed0a4c7e22bc2e88a6a304d