Vol. 15 No. 2 (2024): AGLALA JOURNAL
Papers

Influencers marketing: future research perspectives

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  • Rolando Eslava Zapata,
  • Lenny Faubricio Cudris Niño,
  • Michelle Andrea Nathalie Calderón Ortega
Rolando Eslava Zapata
Universidad Libre Colombia Seccional Cúcuta
Lenny Faubricio Cudris Niño
Universidad Libre Colombia Seccional Cúcuta
Michelle Andrea Nathalie Calderón Ortega
Universidad Libre Colombia Seccional Cúcuta

Published 2024-10-20

Keywords

  • Marketing Influencers,
  • Purchasing Decision,
  • Social Networks,
  • Ethics,
  • Bibliometric Analysis

How to Cite

Eslava Zapata, R., Cudris Niño, L. F., & Calderón Ortega, M. A. N. (2024). Influencers marketing: future research perspectives. Aglala, 15(2), 17–33. Retrieved from https://revistas.uninunez.edu.co/index.php/aglala/article/view/2493
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Abstract

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.

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