CHARTING THE TERRAIN OF INFLUENCER MARKETING: A SCOPUS AND WOS BIBLIOMETRIC REVIEW

Influencer marketing is a strategy that businesses use to promote their products or services through partnerships with popular individuals or entities, known as influencers, on various social media platforms. This study embarks on a bibliometric analysis of influencer marketing, utilizing the Scopus and Web of Science (WoS) databases to collect comprehensive bibliographic data. Employing the PRISMA Flow diagram methodology, this research meticulously identifies, screens, and includes pertinent papers in the bibliometric analysis, addressing the growing significance of influencer marketing in contemporary digital strategies. The uniqueness of this study lies in its method of combining Scopus and WoS bibliographic data, utilizing RStudio software to merge and eliminate duplicates, ensuring a robust dataset for analysis. Our findings delineate a landscape of increasing annual scientific production within the domain, highlighting the most influential sources, authors, and the application of Lotka's Law to assess author productivity. Further thematic maps, and co-occurrence networks reveal evolving trend topics and thematic focal points within the field. Factorial and historiographic analyses, alongside examining the countries' collaboration networks, provide a deeper understanding of influencer marketing research's global impact and interdisciplinary nature. This bibliometric study not only charts the academic trajectory and key contributors of influencer marketing literature but also identifies significant research gaps and practical implications, offering a valuable roadmap for future inquiry and strategic application in the dynamic landscape of digital marketing.