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Advisor(s)
Abstract(s)
Para identificar os temas mais frequentemente desenvolvidos na área do influencer marketing desenvolveu-se uma análise quantitativa em outubro de 2019 focada em 122 publicações da base de dados Scopus. Uma análise bibliométrica foi desenvolvida usando o software VOSviewer e a técnica da co-ocorrência de termos. Foram encontrados três clusters: 1) associa o influencer marketing à estratégia usada pelas empresas para divulgar marcas e produtos por meio de publicidade a utilizadores de diferentes redes sociais, o que parece ter um impacto muito positivo no volume de vendas; 2) associa o influencer marketing a uma celebridade que usa a palavra e a criação de conteúdos para promover produtos e marcas; 3) associa o influencer marketing ao marketing social, cujo objetivo é usar uma marca para desenvolver ações benéficas e saudáveis para a sociedade e, simultaneamente, alcançar objetivos de negócios.
To identify the most frequently developed themes in the field of influencer marketing, a quantitative analysis was developed in October 2019 focused on 122 publications from the Scopus database. A bibliometric analysis was developed using the VOSviewer software and the term co-occurrence technique. Three clusters were found: 1) associates influencer marketing with the strategy used by companies to advertise brands and products through advertising to users of different social networks, which seems to have a very positive impact on sales volume; 2) associates the influencer marketing with a celebrity who uses the word and the creation of content to promote products and brands; 3) associates influencer marketing with social marketing, whose objective is to use a brand to develop beneficial and healthy actions for society and, simultaneously, achieve business goals.
To identify the most frequently developed themes in the field of influencer marketing, a quantitative analysis was developed in October 2019 focused on 122 publications from the Scopus database. A bibliometric analysis was developed using the VOSviewer software and the term co-occurrence technique. Three clusters were found: 1) associates influencer marketing with the strategy used by companies to advertise brands and products through advertising to users of different social networks, which seems to have a very positive impact on sales volume; 2) associates the influencer marketing with a celebrity who uses the word and the creation of content to promote products and brands; 3) associates influencer marketing with social marketing, whose objective is to use a brand to develop beneficial and healthy actions for society and, simultaneously, achieve business goals.
Description
Keywords
Influencer marketing Bibliometria Marca Negócios Influência social Redes sociais Scopus
Pedagogical Context
Citation
Ribeiro, Maria Isabel; Fernandes, António; Fernandes, António Pedro (2020). Influencer marketing: uma análise bibliométrica da produção científica da base de dados Scopus = Influencer marketing: a bibliometric analysis of scientific production from the Scopus database. RISTI - Revista Ibérica de Sistemas e Tecnologias de Informação. ISSN 1646-9895. 2020:E34, p. 77-90