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Journals / JOEEP: Journal of Emerging Economies and Policy / 2026 / Cilt: 10 Sayı: 1

A Bibliometric Analysis of Studies on Influencer Marketing Using Vosviwer

Influencer Pazarlama Üzerine Yapılan Çalışmaların Vosviewer ile Bibliometrik Analizi

Suat Okay(BATMAN ÜNİVERSİTESİ)0000-0002-6042-6682
Pages
54–63
Publication Date
2025-06-30
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings of this research can be valuable for academicians in determining future research areas and trends.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The study aims to map the impact of influencer marketing, understand its intellectual structure, and address the existing gaps in this field that emerged alongside the rise of social media and the increasing popularity of influencers.
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Key Findings & Data:Various analyses, including citation analysis, bibliographic mapping, keyword analysis, and author citation analysis, were conducted using the VOSviewer package and Web of Science database (WOS) to map the development of research in the realm of influencer marketing.
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Conclusion & Impact:The findings of this research can be valuable for academicians in determining future research areas and trends.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:İnfluencer Pazarlama · Sosyal Medya Pazarlaması · VOSviewer

Abstract

The study aims to map the impact of influencer marketing, understand its intellectual structure, and address the existing gaps in this field that emerged alongside the rise of social media and the increasing popularity of influencers. Various analyses, including citation analysis, bibliographic mapping, keyword analysis, and author citation analysis, were conducted using the VOSviewer package and Web of Science database (WOS) to map the development of research in the realm of influencer marketing. The most commonly used keywords in the context of influencer marketing were identified as "influencer marketing," "social media," "social media influencers," "Instagram," and "social media marketing." This study represents one of the initial endeavors to conduct a comprehensive bibliometric analysis in the field of influencer marketing, effectively mapping its development. The findings of this research can be valuable for academicians in determining future research areas and trends.

Özet

Bu çalışma, influencer pazarlamanın literatürdeki kullanım etkisini haritalandırarak entelektüel yapısını anlamayı ve bu alanda çalışan akademisyenler için gelecekteki araştırma gündemini önererek, sosyal medyanın ortaya çıkışı ve influencer'ların yaygınlaşmasıyla birlikte bu alandaki eksiklikleri gidermeyi hedeflemektedir. Çalışmada, VOSviewer paketi ve Web of Science veri tabanı (WOS) verileri kullanılarak analizler gerçekleştirilmiştir. Bu kapsamda; atıf analizi, bibliyografik eşleme, anahtar kelime analizi, yazar atıf analizi gibi farklı analizler ile influencer pazarlama kavramına dair yapılan çalışmaların gelişimi ve haritası oluşturulmuştur. Influencer pazarlama ile ilgili en çok kullanılan anahtar kelimelerin influencer marketing (etkileyici pazarlama), social media (sosyal medya), social media influencers (sosyal medya etkileyicileri), instagram ve social media marketing (sosyal medya pazarlaması) olduğu tespit edilmiştir. Bu çalışma, influencer pazarlama alanında kapsamlı bir bibliyometrik analiz gerçekleştiren ve alanın gelişimini haritalayan ilk girişimlerden biridir. Çalışmanın bulguları, akademisyenler için gelecekteki araştırma alanları ve eğilimleri belirlemede faydalı olabilir.

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Cite This Article

Okay, S. (2025). A Bibliometric Analysis of Studies on Influencer Marketing Using Vosviwer. JOEEP: Journal of Emerging Economies and Policy, Cilt: 10 Sayı: 1, 54–63. https://ajindex.com/articles/1504139

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