Influencers marketing: future research perspectives
Keywords:
Marketing Influencers, Purchasing Decision, Social Networks, Ethics, Bibliometric AnalysisAbstract
This research aims to analyze the prospects of research on influencers marketing. The qualitative study consists of a review of the 2013-2024 scientific production on influencer marketing obtained from the Scopus database. It is performed to analyze the cooccurrence and cooccurrence of words with the VOSviewer program. The author's results of the study of keywords evidence the formation of three clusters. Cluster 1, identified with the color red, is called influencers and purchase decisions and comprises the terms Authenticity, Credibility, Parasocial Interaction, Purchase Intention, Social Media Influencer, Source Credibility, Trust, and Virtual Influencer. Cluster 2, identified with the color green, is related to digital marketing and social networks and comprises the terms Advertising, Digital Marketing, Influencer, Marketing, Social Media, Social Networks, and Viral Marketing. Cluster 3, identified with the blue color, is called influencer marketing ethics and comprises the terms Influencer Marketing,Instagram, Persuasion Knowledge, Social Media Marketing, Sponsorship Disclosure, and YouTube. The results allow us to conclude that the trend in the research is focused on issues related to Virtual Influencers, Authenticity, Purchase Intention, and Parasocial Interaction.
References
Acevedo-Duque, A., Álvarez-Herranz, A., & Marinao-Artigas, E. (2023). Scientometrics study of country branding and its contribution to sustainable development in nations. Data and Metadata, 2, 163. https://doi.org/10.56294/dm2023163
Adedamola, A., Rahman, A., & Tsiropoulou, E. (2024). INFLUTRUST: Trust-Based Influencer Marketing Campaigns in Online Social Networks. Future Internet, 16(7) https://doi.org/10.3390/fi16070222
Bartra-Rategui, R., Pinedo-Tuanama, L. P., & Navarro-Cabrera, J. R. (2024). Incorporación de las TIC en la promoción de destinos turísticos: una revisión sistemática. Región Científica, 3(2), 2024281. https://doi.org/10.58763/rc2024281
Beichert, M., Bayerl, A., Goldenberg, J., & Lanz, A. (2024). Revenue Generation Through Influencer Marketing. Journal of Marketing, 88(4), 40-63. https://doi.org/10.1177/00222429231217471
Cárdenas-Londoño, L. V., & Bernate-Martínez, J. M. (2024). Marca Región Meta, una herramienta de fortalecimiento económico y turístico para el territorio llanero. Región Científica, 3(2), 2024287. https://doi.org/10.58763/rc2024287
Carranza, E. M., Verde-Bocanegra, F., Meneses-Claudio, B., & Zarate-Ruiz, G. (2024). The Use of Marketing Strategies in a Telecommunications Company in the District of Pachacutec in the Year 2023. Salud, Ciencia Y Tecnología - Serie De Conferencias, 3, 644. https://doi.org/10.56294/sctconf2024644
Contreras-Suescun, S. L., Zambrano-Moreno, J. A., & Contreras, D. d. C. (2024). Criptomonedas y Optimización de Ingresos: Estudio Empírico en el Sector Panadero. Revista Gestión y Desarrollo Libre, 9(17), 1-14. https://doi.org/10.18041/2539-3669/gestionlibre.17.2024.11520
Chang, S. T., & Wu, J. J. (2024). A content-based metric for social media influencer marketing. Industrial Management & Data Systems, 124(1), 344-360. https://doi.org/10.1108/IMDS-05-2022-0303
Chaparro-Pinzón, C. R. (2023). La valoración del estudiante universitario sobre la calidad del servicio de educación. Revista Gestión y Desarrollo Libre, 8(15),1-15. https://doi.org/10.18041/2539-3669/gestionlibre.15.2023.10099
Chalapathi, B., & Rajini, G. (2024). An Empirical analysis of the effect of user behavior based on marketing sustainable fashion. Salud, Ciencia Y Tecnología - Serie De Conferencias, 3, 883. https://doi.org/10.56294/sctconf2024883
Duque-Ramos, A. P. (2024). Estudio sistemático de la participación del marketing ambiental, como método para fomentar la conciencia ambiental de estudiantes universitarios. Región Científica, 3(2), 2024306. https://doi.org/10.58763/rc2024306
Eslava-Zapata, R. (2024). Inteligencia artificial en la educación: Camino de la investigación. En Nuevos retos para la promoción de la sostenibilidad desde la administración en las organizaciones (págs. 386-399). México: Universidad de Xalapa A. C. https://drive.google.com/file/d/1qv2FtsughotCRz1SbV80d0sOd56RKa6t/view?pli=1
Eslava-Zapata, R., Sánchez-Castillo, V., & Pérez-Gamboa, A. J. (2024a). Responsabilidad social universitaria y la configuración de proyectos de vida: una aproximación de su relación desde las perspectivas de los agentes educativos. Saber, Ciencia y Libertad, 19(2). https://doi.org/10.18041/2382-3240/saber.2024v19n2.12010
Eslava-Zapata, R., Sánchez-Castillo, V., & Chacón-Guerrero, E. (2024b). Interaction between neuroscience and happiness: assessment from Artificial Intelligence advances. EAI Endorsed Trans Perv Health Tech, 10, 1-12. https://doi.org/10.4108/eetpht.10.5456
Jamil, R. A., Qayyum, U., Ul-Hassan, S. R., & Khan, T. I. (2024). Impact of social media influencers on consumers' well-being and purchase intention: a TikTok perspective. European Journal of Management and Business Economics, 33(3), 366-385. https://doi.org/10.1108/EJMBE-08-2022-0270
Jánská, M., Žambochová, M., & Vacurová, Z. (2024). Identifying and categorizing influencers on Instagram with eye tracker. Spanish Journal of Marketing - ESIC, 28(1), 41-58. https://doi.org/10.1108/SJME-07-2022-0156
Jiménez, G., & Fernández-Osso-Fuentes, M. (2024). Communication, Digital Marketing, and Health.: The image of influencer with a social well-being purpose. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 16(2), 217–227. https://doi.org/10.62161/revvisual.v16.5229
John, S., & Thaiyalnayaki, M. (2024). Customer satisfaction in retail services – a study with reference to kottayam district in kerala. Salud, Ciencia Y Tecnología - Serie De Conferencias, 3, 907. https://doi.org/10.56294/sctconf2024907
Galdón, J. L., Pechuán, I., AlFraihat, S. F. A. & Tarabieh, S. (2024). Effect of Social Media Influencers on Consumer Brand Engagement and its Implications on Business Decision Making. Profesional De La información, 33(2). https://doi.org/10.3145/epi.2024.0210
Gómez-Cano, C. A., Sánchez-Castillo, V., & Eslava-Zapata, R. (2024). Bibliometric analysis of the main applications of digital technologies to business management. Data and Metadata, 3. https://doi.org/10.56294/dm2024321
Gu, C., & Duan, Q. (2024). Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective. Humanit Soc Sci Commun, 11(587). https://doi-org.sibulgem.unilibre.edu.co/10.1057/s41599-024-03127-w
Hogsnes, M., Grønli, T. M., & Hansen, K. (2024). Exploring Influencers’ Commercial Content on Instagram. Journal of Interactive Advertising, 24(2), 156–168. https://doi-org.sibulgem.unilibre.edu.co/10.1080/15252019.2024.2316114
Hoyos-Chavarro, Y. A., Melo-Zamudio, J. C., & Sánchez-Castillo, V. (2022). Sistematización de la experiencia de circuito corto de comercialización estudio de caso Tibasosa, Boyacá. Región Científica, 1(1), 20228. https://doi.org/10.58763/rc20228
Jauregui-Romero, E. R., Alca-Gómez, J., Vilca-Tantapoma, M. E., & Llanos-Gonzales, O. T. (2024). Artificial intelligence in potential customer segmentation: machine learning approach. Data and Metadata, 3, 305. https://doi.org/10.56294/dm2024305
Lali, K., & Chakor, A. (2023). Improving the Security and Reliability of a Quality Marketing Information System: A Priority Prerequisite for Good Strategic Management of a Successful Entrepreneurial Project. Data and Metadata, 2, 40. https://doi.org/10.56294/dm202340
Latha, R., & Chandran, M. (2024). Is artificial intelligence really influencing the marketing strategies and consumer behaviour? Salud, Ciencia Y Tecnología - Serie De Conferencias, 3, 996. https://doi.org/10.56294/sctconf2024896
Lee, J. K., & Adeola, O. (2021). The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility. Cogent Business & Management, 8(1). https://doi-org.sibulgem.unilibre.edu.co/10.1080/23311975.2021.1957073
Lefi, L., & Sghaier, S. (2024). Investigating the Dark Side of Social Media Marketing: Case of Cyberbullying on Micro Celebrities. International Review of Management and Marketing, 14(2), 13–22. https://doi.org/10.32479/irmm.15758
Lim, K. B., Tan, V. W. J., Yeo, S. F., & Tan, C. L. (2024). Digital Marketing Dynamics: Investigating Influential Factors in Consumer Purchase Behaviour. PaperASIA, 40(3b), 59–71. https://doi.org/10.59953/paperasia.v40i3b.104
Linares-Giraldo, M., Rozo-Carvajal, K. J., & Sáenz-López, J. T. (2023). Impacto de la pandemia en el comportamiento del comercio B2C en Colombia. Región Científica, 2(1), 202320. https://doi.org/10.58763/rc202320
Musiyiwa, R., & Jacobson, J. (2023). Sponsorship Disclosure in Social Media Influencer Marketing: The Algorithmic and Non-Algorithmic Barriers. Social Media + Society, 9(3). https://doi.org/10.1177/20563051231196870
Nguyen, C., Tran, T., & Nguyen, T. (2024). Factors affecting users’ brand awareness through social media marketing on TikTok. Innovative Marketing , 20(1), 122-131. http://dx.doi.org/10.21511/im.20(1).2024.11
Noguera-López, M. Y. (2020). Responsabilidad Social Organizacional: estado del arte y tendencias. Revista Gestión y Desarrollo Libre, 5(10), 142-161. https://doi.org/10.18041/2539-3669/gestionlibre.10.2020.8099
Pérez-Rojas, G. A. (2024). Political marketing versus propaganda: Dilemmas of political persuasión. Salud, Ciencia Y Tecnología - Serie De Conferencias, 3, 674. https://doi.org/10.56294/sctconf2024674
Phan, A. T., Nguyen, A. V., Van Ho, N., & Ha Hai, G. (2024). Social media marketing and customer purchase intention: Evidence-based bibliometrics and text analysis. Innovative Marketing, 20(2), 169-181. http://dx.doi.org/10.21511/im.20(2).2024.14
s
Pitt, H., McCarthy, S., Randle, M., Daube, M., & Thomas, S. (2024). Young people’s views about the use of celebrities and social media influencers in gambling marketing. Health Promotion International, 39(1). https://doi-org.sibulgem.unilibre.edu.co/10.1093/heapro/daae012
Poureisa, A., Abdul, Y., & Imm, S. (2024). Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce. Sustainability, 16 (6). https://doi.org/10.3390/su16062338
Qin, Z., Chen, Y., Yan, Y. & Huang, Y. (2024). Influencer Marketing Platforms’ Effect on Light Meal Purchase Intention and Behavior. Sustainability, 16(11). https://doi.org/10.3390/su16114369
Ramos-Rivadeneira, D. X., & Jiménez-Toledo, J. A.(2024). La innovación desde las tecnologías emergentes para la competitividad empresarial. Revista Gestión y Desarrollo Libre, 9(17), 1-14. https://doi.org/10.18041/2539-3669/gestionlibre.17.2024.11052
Romero-Carazas, R., Román-Mireles, A., Quiroz-Quesada, T., Mora-Barajas, J. G., Olortegui-Cristóbal, Y. Z., Sánchez-Ramírez, S. V., Ochoa-Tataje, F. A., Villanueva-Batallanos, M., Clemente-Castillo, C. del P., & Espinoza-Casco, R. J. (2022). LinkedIn chatbot and advertising growth of the professional profile in administration. Data and Metadata, 1, 22. https://doi.org/10.56294/dm202250
Suriya-Kumari, A., Mani, S., & Arumugam, A. (2024). Assessing the effectiveness of social marketing strategies in regulating exploitative buying behaviour in bangalore’s urban sector. Salud, Ciencia Y Tecnología - Serie De Conferencias, 3, 910. https://doi.org/10.56294/sctconf2024910
Tamayo-Medina, A. I., Carvajal-Guerrero, A. M., & Maldonado-Niño, L. G. (2023). E-commerce como herramienta para el desarrollo regional y competitivo de los sectores productivos: estudio empírico. Revista Gestión y Desarrollo Libre, 8(15), 1-16. https://doi.org/10.18041/2539-3669/gestionlibre.15.2023.10104
Tartaraj, A., Avdyli, D., & Trebicka, B. (2024). Accessing the TikTok Influencer Marketing on Consumer Behavior: An Econometric Examination. Journal of Educational and Social Research, 14(2). https://doi.org/10.36941/jesr-2024-0048
Tham, A., Chen, S.-H., & Durbidge, L. (2024). A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia. Tourist Studies, 24(1), 75-103. https://doi.org/10.1177/14687976231218483
Vilkaite, N. (2024). From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume. Sustainability, 16(4). https://doi.org/10.3390/su16041393
Waltenrath, A. (2024). Consumers’ ambiguous perceptions of advertising disclosures in influencer marketing: Disentangling the effects on current and future social media engagement. Electron Markets, 34(8). https://doi.org/10.1007/s12525-023-00679-8
Wismiarsi, T., Pangaribuan, C. H., Prayitno, S. B., & Ainin, A. Q. (2024). The influences of content interactivity on purchase intention: An engagement mediation. Multidisciplinary Science Journal, 6(7). https://doi.org/10.31893/multiscience.2024094
Xie, L., Benckendorff, P., & Hughes, K. (2024). Keep it #Unreal: Exploring Instagram Users’ Engagement With Virtual Influencers in Tourism Contexts. Journal of Hospitality & Tourism Research, 48(6), 1006-1019. https://doi.org/10.1177/10963480231180940
Zhao, X., Xu, Z., Ding, F., & Li, Z. (2024). The Influencers’ Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand. Sage Open, 14(2). https://doi.org/10.1177/21582440241250122
Downloads
Published
Issue
Section
License
Authors who publish in this journal agree to the following terms:
a. Authors give their rights to the article in a non-exclusive way for the magazine to be published for the first time by the journal as well as licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of authorship of work and initial publication in this magazine.
b. Authors can establish separate additional agreements for non-exclusive distribution of the version of the work published in the journal (for example, to an institutional repository or to publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are allowed and encouraged to disseminate their work electronically (e.g., in institutional repositories or your own website) prior to and during the submission process, as it can lead to productive exchanges, as well as a citation more early and most of published work (See the Effect of Open Access) (in English).
