PEMETAAN TREN PENELITIAN INFLUENCER MARKETING: ANALISIS BIBLIOMETRIK KUANTITATIF BERBASIS DATA SCOPUS PERIODE 2012-2025

Abstract

This study examines the development of influencer marketing research within the field of digital marketing using a bibliometric approach based on Scopus-indexed publications from 2012 to 2025. A total of 1,525 scientific articles were analyzed after undergoing a screening process based on predefined inclusion criteria. The objectives of this study are to evaluate publication performance, identify the most productive authors, institutions, and countries, and analyze collaboration patterns and the evolution of influencer marketing research at the global level. The analysis was conducted using VOSviewer software to systematically visualize and map relationships among publications. The findings indicate a significant increase in influencer marketing publications over the study period, reflecting growing academic interest and extensive international research collaboration. Bibliometric mapping reveals several dominant research themes, including influencer credibility, consumer behavior, and digital marketing strategies. Furthermore, the study identifies emerging research opportunities driven by ongoing technological advancements and changes in the digital ecosystem. These findings provide a comprehensive overview of the intellectual structure and future directions of influencer marketing research, offering valuable insights for both academics and practitioners.