Influencer Marketing: A Review and Research Agenda Using VOSviewer

Influencer marketing has emerged as a powerful strategy within the digital marketing landscape, leveraging the reach and engagement of social media influencers to promote brands and products. This study conducts a comprehensive systematic review of influencer marketing research using VOSviewer and RStudio, two robust tools for visualising and analysing scientific literature. The study uses academic sources, and a total of 74 papers indexed in Scopus, including journal articles, conference papers and review articles, providing a detailed overview of the evolution and current state of influencer marketing research. This study underscores the significance of authenticity and trust, privacy issues and engagement as important themes in influencer marketing research as a critical component of contemporary marketing strategies for driving consumer engagement. The study offers a detailed examination of the existing body of research on the phenomenon of influencer marketing.