Bibliometric Analysis on Influencer Marketing: Trends of Influencers' Influence on Generation Z Purchasing Decision
Keywords:
Influencer Marketing; Bibliometric Analysis; Generation Z; Purchase Decision; Influencer CredibilityAbstract
The rapid development of social media has encouraged the birth of the study of Influencer Marketing as a central topic, especially related to the trend of influencer influence on Generation Z's Purchasing Decisions. Generation Z is digital-native who is sensitive to authenticity and peer recommendations, creating an influencer influence mechanism become more complex than just traditional ad displays. Meta-analysis shows influencer marketing has a significant positive effect on purchase intent, which is moderated by influencer characteristics and context. Influencers can build trust through affective channels or increase reach and brand awareness through cognitive channels. This study aims to map the development of academic studies of Influencer Marketing and evaluate related publications, as well as integrate global evidence with the local Indonesian context. We used the Systematic Literature Review (SLR) method integrated with bibliometric analysis using VOSviewer. Data was collected from 1500 high-quality scientific articles from reputable databases (Google Scholar, Scopus, etc.) published in the last eight years. The analysis generates network mapping, overlays, and density to visualize the structure of knowledge. The results of the network visualization confirm that "influencer marketing" is the largest node and the main study center. Four dominant clusters were found: (1) Effectiveness and Type (influencer type, review); (2) Psychological Relationships (parasocial relationships, credibility); (3) Marketing Results (brand awareness, purchase decision); and (4) Consumer Behavior Context (Indonesia). The latest research trends (overlay) show a shift in focus to applicative issues such as influencer type and effectiveness, as well as increased attention to the local Indonesian context. Density visualization confirms that influencer marketing, influence, and credibility are the core of the study. Overall, these findings conclude that research has shifted from fundamental concepts to more evaluative and contextual discussions.
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