Mapping the Landscape of Influencer Credibility in Social Media: A Bibliometric Analysis

Abstract

The purpose of this study was to rigorously explore research related to influencer credibility published in the Web of Science database. This study conducted a bibliometric analysis using bibliometric tools, such as Biblioshiny. A bibliometric review of 229 articles was conducted, after removing irrelevant articles published from 2012 to 2024. The findings of this research indicate that the number of articles and citations is modest, but is on the rise. The Journal of Business Research emerged as the most significant journal with the highest citation count. Filieri R and Jin SV were identified as the most influential authors, with the maximum articles and H-index. The USA had the highest output in terms of citations and publications. The research revealed that most joint efforts were between authors from the USA and China. The study was based solely on a single database, leaving out papers from other databases, which might affect the outcomes. Future researchers in this field may use these results as a reference point. This study is unusual because it is the first bibliometric investigation of influencer credibility in influencer marketing. This idea was consolidated for the first time in this investigation.