A Bibliometric Exploration of Influencer Marketing^s Rise in the Fashion World
Renita Kawuryan, Hamdani, Satryawati, Fauziah Lily Anggraeni, Salsabila Alya Rahma Putri

Politeknik Negeri Samarinda

Abstract

Influencer marketing has become a pivotal strategy for fashion brands, leveraging the extensive reach and credibility of social media influencers to shape consumer behavior, drive brand loyalty, and boost sales. This study examines the role of influencer marketing within the fashion industry, focusing on its impact on consumer decision making, the importance of authenticity and trust, then the challenges faced by influencers and brands. The analysis utilized data from the Web of Science database, covering research publications from 2015 to 2024. A systematic review of 153 relevant articles was performed using bibliometric tools, including Biblioshiny in R studio and VOSviewer, to identify key themes, influential authors, and emerging trends in the field. Key factors such as authenticity, trust, and the parasocial relationships between influencers and followers are identified as central to successful campaigns. Despite substantial growth, research gaps remain, particularly regarding the influence of micro and nano influencers, cross cultural variations and the impact of AI-driven virtual influencers. Through a bibliometric analysis of existing literature, this paper identifies research trends, key contributors, and future directions for the field.

Keywords: Influencer marketing, Fashion industry, Bibliometric analysis, Biblioshiny, VOSviewer

Topic: Digital Industry 4.0