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Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis

In: Commodity Marketing

Author

Listed:
  • Mandy Pick

    (Otto-von-Guericke-University)

  • Marko Sarstedt

    (Otto-von-Guericke-University)

Abstract

Continuous exposure to marketing communication has led to its commoditization. Addressing this concern, marketing practitioners increasingly rely on social media-based influencer marketing as a counterstrategy to effectively position products and brands in the market. Social media-based influencer marketing has also attracted considerable attention in marketing research, with numerous studies shedding light on the contingencies that shape successful influencer marketing and its effect on consumer behavior. In light of its growing prominence, this chapter documents the results of a comprehensive bibliometric analysis of social media-based influencer marketing research published between 2011 and 2020. Our study of 132 research papers discloses the scientific foundations of and emerging trends in the field by analyzing collaboration networks, conducting a citation analysis, and concluding with a keyword trend analysis. We find that four main topics shape the field, namely influencer marketing principles, advertising disclosure effects, source credibility and endorsement, and para-social interaction. Based on our results, we offer guidelines to marketers on how to overcome the commoditization of marketing communications.

Suggested Citation

  • Mandy Pick & Marko Sarstedt, 2022. "Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 293-328, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_17
    DOI: 10.1007/978-3-030-90657-3_17
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