Análisis del uso de influencers en mercadeo
Introduction: The popularity of influencers has led to their use by brands and companies to maximise their presence and reach, however, there is little knowledge of their status and research trends. Objective: To analyse the topics and areas of scientific research applied to the use of influencers in marketing, providing an overview of current and future literature. Methodology: A bibliometric analysis was carried out using the Scopus database and VOSviewer software, applied to 1,067 documents published from 2000 to 2023. Results: The findings are distributed into five emerging research streams: Brand building, strategic influence, strategic communication, persuasive communication, and the ethical transparency of influencer marketing. Conclusions: There is a fragmented body of knowledge on the use of influencers in communication-based marketing and brand management.
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