Author(s): Divyashree M and Subin MK
Influencer marketing is popular for its attention driving action and bridging the gap between the brands and audiences in a technology led era. However, there exists a substantial void in presenting the spectrum of the past literatures concerning influencer marketing. The review made use of a combination of bibliometric analysis and systematic literature review method as an effective tool of Scientific Procedures and Rationales for Systematic Literature Reviews (“SPAR-4-SLR”)approach to synthesize the earlier works in the field of influencer marketing and to showcase the intellectual knowledge base of the same. The analysis was applied to serve multiple objectives of uncovering the current trends, reach and growing potentials for research in influencer marketing domain. In order to meet the study objectives, bibliographic data of 1012 documents between the period 2000 to 2025, were retrieved from Scopus database.The study reveals the influential articles, impactful authors, prominent sources, contributing countries and most relevant themes. The themes found by the analysis comprise of service quality, customer experience, online reviews, brand management, social marketing, trustworthiness, marketing strategy, social media influencers, attractiveness and internet marketing. The findings of the study suggest for an intensive research exploration in the field and it will create value to various stakeholders such as researchers, academicians, marketers, consumers and business delegates in their strategy formulation and policy implementation.