Trends in Influencer Marketing: A Review and Bibliometric Analysis

Tanwar, Anshika Singh; Chaudhry, Harish; Srivastava, Manish Kumar

doi:10.1080/15252019.2021.2007822

Cited by 45 publications

(22 citation statements)

References 75 publications

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“…Influencer marketing increases brand awareness, reaches potential customers, and generates new sales. The acceptance and value of this marketing approach necessitates the study of influencer marketing a useful area of research for both businesses and academics (Tanwar et al ., 2022). While it was already a trending topic in academic research, the COVID-19 pandemic along with developments in youth media consumption trends have created even greater need for influencer marketing (Tanwar et al ., 2022).…”

Section: Introductionmentioning

confidence: 99%

“…The acceptance and value of this marketing approach necessitates the study of influencer marketing a useful area of research for both businesses and academics (Tanwar et al ., 2022). While it was already a trending topic in academic research, the COVID-19 pandemic along with developments in youth media consumption trends have created even greater need for influencer marketing (Tanwar et al ., 2022). Despite the growth in influencer marketing, there have been conflicting views about the effectiveness of influencers for advertising and promotions.…”

Section: Introductionmentioning

confidence: 99%

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Organic food and Instagram health and wellbeing influencers: an emerging country's perspective with gender as a moderator

Chetioui

Butt

Fathani

et al. 2022

BFJ

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PurposeInstagram health and wellbeing influencers (HWIs) have been increasingly considered as important sources of information and advice for their followers. This study aims to investigate the key antecedents of followers' attitude towards HWIs as well as their influence on their followers' intent to purchase organic products. The moderating effect of gender is also taken into account.Design/methodology/approachBased on data collected from 251 Instagram HWIs followers, the authors empirically tested the conceptual model using structural equation modeling.FindingsFirst, the authors demonstrate that attitude towards HWIs positively impacts followers' attitude towards the promoted brands as well as their intention to purchase organic food brands. Second, followers' attitude towards HWIs is mainly influenced by perceived congruence, influencer credibility, and physical attractiveness. Finally, gender acts as a moderator, e.g. attitude towards HWIs is more likely to be influenced by perceived congruence and physical attractiveness among female followers.Practical implicationsThe findings allow organic brands' managers to understand the key antecedents of followers' attitudes toward HWIs, and therefore, better select talented influencers who are able to create purchase intentions among both existing and potential customers.Originality/valueThis original research bridges a gap pertaining to the potential use of HWIs to shape consumer intention to purchase organic products. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the organic food industry.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Organic food and Instagram health and wellbeing influencers: an emerging country's perspective with gender as a moderator

Chetioui

Butt

Fathani

et al. 2022

BFJ

View full text Add to dashboard Cite

show abstract

“…All the articles have been exported in CSV format; each has complete records and correctly cited citations. The study utilized 1094 articles, all of which were analyzed by the RStudio software, explicitly designed for bibliometrics research [8][9][10] [11][12], [13]. After collecting the bibliographic information from the scientific papers of Universitas Negeri Padang researchers, the scientific publishing process and the citations they obtained were investigated.…”

Section: Methodsmentioning

confidence: 99%

Research Growth of Engineering Faculty Universitas Negeri Padang: A Bibliometric Study of Journal

Indarta

Watrianthos

Samala

2023

J Syst Eng Inf Technol

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This research aimed to conduct a comprehensive literature review of all papers from the beginning of time published by the Faculty of Engineering at Universitas Negeri Padang and indexed in the SINTA database using bibliometrics analysis. It started with a query to the DOI (Digital Object Identifier) database. The papers from this scholarly publication may be accessed here. A total of 1094 papers from 7 journals were collected. Each paper published by the Engineering Faculty at Universitas Negeri Padang receives an average of 0.42 citations. Given the insignificance of this average, it seems likely that the publication's contribution has yet to be fully recognized and has only had a little effect on the global state of knowledge. According to the findings, Universitas Negeri Andalas researchers collaborate the most with their peers around the country. Contrast this with the declining frequency with which multinational teams work together. With 38 articles published and ten citations obtained, Ahmaddul Hadi of the Informatics Department stood out as the most productive author. Research conducted by this faculty has been widely disseminated due to its publication in the reputable academic journal Inovasi Vokasi Dan Teknologi (INVOTEK).

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“…Nonetheless, bibliometric analysis is an established research method that is gaining popularity in business and management research, such as omnichannel marketing (Lopes et al, 2021), logistics and supply chain (Akbari & Do, 2021), green supply chain management (Fahimnia et al, 2015), tourism management (Michael Hall, 2011), and social entrepreneurship (Rey‐Martí et al, 2016). Moreover, several marketing and consumer behavior studies have used Biblioshiny for bibliometric analysis, including food and beverage marketing (Sharma & Silal, 2023), product marketing (Kamila & Jasrotia, 2023), customer engagement in the context of international marketing (Srivastava & Sivaramakrishnan, 2022), omnichannel retailing (Mahadevan & Joshi, 2022), big data analytics in manufacturing (Sahoo, 2021), and influencer marketing (Abhishek & Srivastava, 2021; Tanwar et al, 2022).…”

Section: Conceptual Background and Related Workmentioning

confidence: 99%

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid‐19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi‐ and omni‐channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi‐channel retailing; mobile commerce in a multi‐channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e‐commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid‐19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid‐19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e‐commerce (including mobile and social commerce), and omnichannel strategy and management.

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Trends in Influencer Marketing: A Review and Bibliometric Analysis

Cited by 45 publications

References 75 publications

Organic food and Instagram health and wellbeing influencers: an emerging country's perspective with gender as a moderator

Organic food and Instagram health and wellbeing influencers: an emerging country's perspective with gender as a moderator

Research Growth of Engineering Faculty Universitas Negeri Padang: A Bibliometric Study of Journal

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

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