Influencer Driven Social Media as an Effective Marketing Strategy for Gen Z Consumers: A Bibliometric Review
DOI:
https://doi.org/10.5281/zenodo.16628919Keywords:
social media, influencer marketing, generation z, bibliometric analysisAbstract
The paper performs a bibliometric review of influencer driven social media as an effective marketing strategy for generation Z consumers with the objective of identifying the existing underlying themes of research and finding the underexplored research areas. A dataset of 181 research papers published in the last ten years was extracted from the SCOPUS database. Results show that research in the subject area is limited especially in the Indian context. Five research clusters were identified using co-occurrence analysis. These include relationship between parasocial interaction and influencer’s credibility on trustworthiness; relationship between branding, consumer engagement and consumer’s purchase intention; sustainability driven Marketing and Consumer Engagement; immersive marketing and psychological well-being of the users. It is observed that there is a need for development of a comprehensive conceptual model which relates the direct and moderating variables affecting the Generation Z consumer’s purchase intentions. Gaps also exist in the research on tourism, fashion products, food blogging and investment in financial products in context of social media marketing making them potential areas of research in future.
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