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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.
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Keywords
Influencer marketing Bibliometria Marca Negócios Influência social Redes sociais Scopus
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