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A Bibliometric Analysis of Social Media Influencers Studies: What Does the Future Hold for Businesses During and After COVID-19?

In: Industry Forward and Technology Transformation in Business and Entrepreneurship

Author

Listed:
  • Purnomo M Antara

    (Universiti Teknologi MARA (UiTM) Cawangan Negeri Sembilan Kampus Rembau)

  • Nadhrathul Ain Ibrahim

    (SEGI College)

  • Rosidah Musa

    (City University)

Abstract

Since the advent of social media platforms, the marketing world has changed dramatically. In some places, the rise of social media has shaped the roles of social media influencers. This paper aims to perform a bibliometric analysis to explore the studies on social media influencers in the Web of Science (WoS) database. This study also aims to evaluate the current status of social media influencers’ research on a person’s behaviour and the opportunities for businesses to sustain the market during and after the COVID-19 pandemic. A total of 817 journal articles from the ISI WoS database were analysed. There is a growth in publications related to this topic, and it is expected that the trend will keep increasing this year. This study is expected to give a clear picture of the current trends amongst social media influencers. This paper recommends future studies focussing on TikTok influencers since the number of TikTok users in Malaysia has increased significantly.

Suggested Citation

  • Purnomo M Antara & Nadhrathul Ain Ibrahim & Rosidah Musa, 2023. "A Bibliometric Analysis of Social Media Influencers Studies: What Does the Future Hold for Businesses During and After COVID-19?," Springer Books, in: Mohd Nor Hakimin Yusoff (ed.), Industry Forward and Technology Transformation in Business and Entrepreneurship, pages 503-514, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-2337-3_43
    DOI: 10.1007/978-981-99-2337-3_43
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