08/01/2026
Influencer marketing has become a cornerstone of digital strategies, but where is it headed? This award-winning article uses science mapping to analyze the evolution of influencer marketing research, identifying key themes, influential studies, and emerging trends. It highlights how social media influencers shape consumer behavior, brand engagement, and trust, while forecasting future directions such as AI-driven influencer selection, authenticity challenges, and ethical considerations. The study provides a roadmap for academics and practitioners to understand the dynamics of influencer marketing and leverage insights for strategic advantage.
Literati Award Winning Article: Social media influencer marketing: science mapping of the present and future trends
Authors: Muhammad Ashraf Fauzi Faculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan Abdullah, Gambang, Malaysia and Shinawatra University, Sam Khok, Thailand, Zuraina Ali Centre for Modern Languages and Human Sciences, Universiti Malaysia Pahang Al-Sultan Abdullah, Pekan, Malaysia Zanariah Satari Centre for Mathematical Sciences, Universiti Malaysia Pahang Al-Sultan Abdullah, Gambang, Malaysia Puteri Azlian Megat Ramli Kulliyyah of Education, International Islamic University Malaysia, Kuala Lumpur, Malaysia, and Mazen Omer Faculty of Civil Engineering Technology, Universiti Malaysia Pahang Al-Sultan Abdullah, Gambang, Malaysia
Journal: International Journal of Quality and Service Sciences https://www.emerald.com/ijqss
Citation: Fauzi MA, Ali Z, Satari Z, Megat Ramli PA, Omer M (2024), "Social media influencer marketing: science mapping of the present and future trends". International Journal of Quality and Service Sciences, Vol. 16 No. 2 pp. 199–217, doi: https://doi.org/10.1108/IJQSS-10-2023-0174
This article is free for all to access until 31st December 2026 from this link: https://www.emerald.com/ijqss/article-media/1221730/pdfviewer/9512151