BIBLIOMETRIC ANALYSIS OF INFLUENCER PERSONAL BRANDING RESEARCH IN MARKETING MANAGEMENT: TRENDS, THEMES, AND DEVELOPMENTS
Keywords:
Bibliometric Analysis , Authenticity , Influencer Marketing, Marketing Management , Personal Branding
Abstract
The phenomenon of influencer personal branding has developed into a central strategy in digital marketing management , but systematic academic mapping of its research development is still very limited . Objective: This study aims to map trends , dominant themes , intellectual structures , and collaborative networks of influencer personal branding research in marketing management using bibliometric analysis . Method: Quantitative analysis was conducted on 312 publications from the Scopus database for the period 2021–2025 using VOSviewer software for keyword network visualization , co- author analysis , and thematic cluster mapping . Results: The average publication growth was 26.7 percent per year with an R - squared value of 0.91. Four theme clusters were identified, namely influencer marketing, sustainable fashion, social media ecosystems, and authenticity and psychological values. The United States dominated publications with 28.6 percent, while Indonesia only contributed 2.1 percent. Conclusion: There are research gaps in the dimensions of micro-influencers, metaverse technology, business actor perspectives, and cross-cultural studies that need to be prioritized in future research agendas.
References
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Raman, R., Subramaniam, N., Nair, V. K., Shivdas, A., Achuthan, K., & Nedungadi, P. (2022). Women Entrepreneurship and Sustainable Development: Bibliometric Analysis and Emerging Research Trends. Sustainability (Switzerland), 14(15). https://doi.org/10.3390/su14159160
Ramdani, A., & Fietroh, M. N. (2025). The Effect of Digital Marketing Strategies, Social Media, and Influencer Marketing on Brand Awareness. Journal of Educational Management Research, 4, 1655–1669. https://doi.org/10.61987/jemr.v4i5.1161
Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and Future Directions. Sustainability (Switzerland), 15(7). https://doi.org/10.3390/su15076202
Riedl, M., Schwemmer, C., Ziewiecki, S., & Ross, L. M. (2021). The rise of political influencers-perspectives on a trend towards meaningful content. Frontiers in Communication, 6(December), 1–7. https://doi.org/10.3389/fcomm.2021.752656
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Sookkaew, J., & Saephoo, P. (2021). “Digital Influencer”: Development and Coexistence with Digital Social Groups. International Journal of Advanced Computer Science and Applications, 12(12), 326–332. https://doi.org/10.14569/IJACSA.2021.0121243
Alkan, Z., & Ulas, S. (2023). Trust in social media influencers and purchase intention: An empirical analysis. Online Journal of Communication and Media Technologies, 13(1), 1–14. https://doi.org/10.30935/ojcmt/12783
Antunes, I. F. S., & Veríssimo, J. M. C. (2024). A bibliometric review and content analysis of research trends in sensory marketing. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2338879
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability (Switzerland), 15(3), 1–15. https://doi.org/10.3390/su15032744
Balaban, D. C., & Szambolics, J. (2022). A Proposed Model of Self‐Perceived Authenticity of Social Media Influencers. Media and Communication, 10(1), 235–246. https://doi.org/10.17645/mac.v10i1.4765
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology and Marketing, 39(8), 1529–1562. https://doi.org/10.1002/mar.21670
Chen, J., Zhang, Y., Cai, H., Liu, L., Liao, M., & Fang, J. (2024). A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends. Behavioral Sciences, 14(3). https://doi.org/10.3390/bs14030243
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.04.070
Gupta, Poonam, & Verma, Saurabh. (2025). Influencer Marketing: A Comprehensive Review and Future Research Direction. South Asian Journal of Business and Management Cases, 14(3), 284–310. https://doi.org/10.1177/22779779251393408
Idrees, H., Xu, J., Haider, S. A., & Tehseen, S. (2023). A systematic review of knowledge management and new product development projects: Trends, issues, and challenges. Journal of Innovation and Knowledge, 8(2), 100350. https://doi.org/10.1016/j.jik.2023.100350
Jacobson, J., & Harrison, B. (2022). Sustainable fashion social media influencers and content creation calibration. International Journal of Advertising, 41(1), 150–177. https://doi.org/10.1080/02650487.2021.2000125
Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2025). Social media influencer marketing: foundations, trends, and ways forward. In Electronic Commerce Research (Vol. 25, Issue 2). Springer US. https://doi.org/10.1007/s10660-023-09719-z
Kanasan, M., & Rahman, T. (2024). Personal Branding in the Digital Era: Social Media Strategies for Graduates. Journal of Communication, 5, 40–59. https://doi.org/10.47941/jcomm.1828
Kembau, A. S., Kolondam, A., & Mandey, N. H. J. (2024). Virtual Influencers and Digital Engagement. Jurnal Manajemen Pemasaran, 18(2), 123–136. https://doi.org/10.9744/pemasaran.18.2.123-136
Khurana, Tripta, Pannu, Sonia, & Dalal, Garima. (2024). Social Media Influencer Marketing: Building a Deeper Understanding through Bibliometric Analysis. Vision, 09722629231225567. https://doi.org/10.1177/09722629231225567
Mohamed Sadom, N. Z., & Mat Yusoff, S. (2023). Unveiling the landscape of social media marketing in social science studies: A bibliometric analysis using VosViewer and Biblioshiny. International Journal of Innovation and Business Strategy (IJIBS). https://doi.org/10.11113/ijibs.v18.146
Nalbant, K. G., & Aydin, S. (2023). Development and Transformation in Digital Marketing and Branding with Artificial Intelligence and Digital Technologies Dynamics in the Metaverse Universe. Journal of Metaverse, 3(1), 9–18. https://doi.org/10.57019/jmv.1148015
Nurmala, N., & Liliyana, L. (2025). Integration of personal branding and influencer marketing: A literature review study on the paradigm shift in marketing communication in the era of creative economy and digital platforms. International Journal of Business, Economics and Management, 8, 311–320. https://doi.org/10.21744/ijbem.v8n4.2455
Osei, A. B., & Anim-Wright, K. (2024). Personal Branding: A Systematic Literature Review. International Journal of Marketing Studies, 16(1), 30. https://doi.org/10.5539/ijms.v16n1p30
Pranckutė, R. (2021). Web of Science (WoS) and Scopus: the titans of bibliographic information in today’s academic world. Publications, 9(1). https://doi.org/10.3390/publications9010012
Raman, R., Subramaniam, N., Nair, V. K., Shivdas, A., Achuthan, K., & Nedungadi, P. (2022). Women Entrepreneurship and Sustainable Development: Bibliometric Analysis and Emerging Research Trends. Sustainability (Switzerland), 14(15). https://doi.org/10.3390/su14159160
Ramdani, A., & Fietroh, M. N. (2025). The Effect of Digital Marketing Strategies, Social Media, and Influencer Marketing on Brand Awareness. Journal of Educational Management Research, 4, 1655–1669. https://doi.org/10.61987/jemr.v4i5.1161
Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and Future Directions. Sustainability (Switzerland), 15(7). https://doi.org/10.3390/su15076202
Riedl, M., Schwemmer, C., Ziewiecki, S., & Ross, L. M. (2021). The rise of political influencers-perspectives on a trend towards meaningful content. Frontiers in Communication, 6(December), 1–7. https://doi.org/10.3389/fcomm.2021.752656
Seruni, A., Suryaniadi, S., & Dewi, N. (2024). Pengaruh Influencer Marketing Terhadap Minat Pembelian Produk Kecantikan Brand Azarine Pada Generasi Z : Studi Kasus Kabupaten Badung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8, 885–900. https://doi.org/10.31955/mea.v8i3.4534
Sookkaew, J., & Saephoo, P. (2021). “Digital Influencer”: Development and Coexistence with Digital Social Groups. International Journal of Advanced Computer Science and Applications, 12(12), 326–332. https://doi.org/10.14569/IJACSA.2021.0121243
Published
2026-07-17
How to Cite
Shinta Kartikasari, Adiba Fuad Syamlan, & Umar Burhan. (2026). BIBLIOMETRIC ANALYSIS OF INFLUENCER PERSONAL BRANDING RESEARCH IN MARKETING MANAGEMENT: TRENDS, THEMES, AND DEVELOPMENTS. Journal Informatic, Education and Management (JIEM), 8(2), 868-877. https://doi.org/10.61992/jiem.v8i2.428
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Articles
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