Papers on “influencer marketing”
Research on “influencer marketing” in the 480 tracked journals: papers per year and category, the journals, institutions and countries publishing it, the keywords studied with it and its most-cited papers. It is not among the most frequent keywords of the last 30 days, so this page has no list of its latest papers. Also as Markdown.
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Key findings#
- From 2017 to 2026 (so far), the keyword “influencer marketing” appeared in 347 papers in the tracked journals, most of them in marketing (139), management (96) and information systems (52).
- 83 of them were published in 2025, against 2 in 2017.
- Since 2023, the institutions with the most of these papers were Hong Kong Polytechnic University (11), Sunway University (8) and Hainan University (7).
- The journals publishing most of them were Journal of Retailing and Consumer Services (71), Journal of Business Research (49) and Journal of the Academy of Marketing Science (13).
- The most-cited of them is “Authenticity under threat: When social media influencers need to go beyond self-presentation” (Journal of Business Research, 2018), with 1,202 citations.
Papers per year#
20172026 (so far)
| Category | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 (so far) |
|---|---|---|---|---|---|---|---|---|---|---|
| Marketing | 1 | 1 | 2 | 7 | 6 | 13 | 11 | 28 | 34 | 36 |
| Management | 0 | 2 | 1 | 5 | 7 | 14 | 12 | 25 | 15 | 15 |
| Information Systems | 0 | 0 | 1 | 4 | 1 | 8 | 9 | 9 | 14 | 6 |
| Tourism and Hospitality | 0 | 0 | 1 | 0 | 2 | 2 | 1 | 6 | 9 | 4 |
| Operations Research | 0 | 0 | 0 | 0 | 1 | 1 | 5 | 3 | 8 | 4 |
| AI | 1 | 0 | 1 | 3 | 0 | 0 | 1 | 1 | 2 | 1 |
| Economics | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 1 | 0 |
| All categories | 2 | 3 | 6 | 19 | 17 | 38 | 39 | 74 | 83 | 66 |
Where the papers come from#
| # | Institution | Papers |
|---|---|---|
| 1 | Hong Kong Polytechnic University | 11 |
| 2 | Sunway University | 8 |
| 3 | Hainan University | 7 |
| 4 | Swinburne University of Technology Sarawak Campus | 6 |
| 5 | Swinburne University of Technology | 5 |
| 6 | UCSI University | 5 |
| 7 | Beihang University | 4 |
| 8 | City University of Macau | 4 |
| 9 | Jinan University | 4 |
| 10 | Nankai University | 4 |
| # | Country | Papers |
|---|---|---|
| 1 | China | 106 |
| 2 | United States | 49 |
| 3 | United Kingdom | 34 |
| 4 | Australia | 22 |
| 5 | India | 22 |
| 6 | Hong Kong | 18 |
| 7 | Malaysia | 16 |
| 8 | Italy | 12 |
| 9 | Canada | 11 |
| 10 | South Korea | 11 |
| # | Keyword | Papers |
|---|---|---|
| 1 | virtual influencers | 62 |
| 2 | social media influencers | 51 |
| 3 | purchase intention | 45 |
| 4 | customer engagement | 27 |
| 5 | consumer behavior | 19 |
| 6 | social media marketing | 19 |
| 7 | human influencers | 17 |
| 8 | authenticity | 15 |
| 9 | 14 |
Most-cited papers#
Research ideas that follow this keyword#
Cite this page
Scholar4AI. (2026). Papers on “influencer marketing”. Journal and Conference Research Rankings. Retrieved November 3, 2026, from https://scholar4ai.com/keywords/influencer-marketing
@misc{scholar4ai-keywords-influencer-marketing,
author = {{Scholar4AI}},
title = {Papers on “influencer marketing”},
year = {2026},
howpublished = {\url{https://scholar4ai.com/keywords/influencer-marketing}},
urldate = {2026-11-03},
note = {Journal and Conference Research Rankings; data from OpenAlex (CC0); licensed CC BY-NC 4.0}
}