Past, present, and future scene of influencer marketing in hospitality and tourism management
Yükleniyor...
Tarih
2024
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Routledge Journals, Taylor & Francis
Erişim Hakkı
info:eu-repo/semantics/embargoedAccess
Özet
This paper reviews influencer marketing (IM)-research in the tourism and hospitality (H&T) field to provide a state-of-the-art of the past, present, and future of IM-research. It identifies research themes, theoretical underpinnings, and methodologies utilized in IM-research. Seventy-five studies are examined through co-citation, bibliographic coupling and content analysis based on the TCCM (theory/context/characteristics/methodology) framework. Co-citation analysis reveals that IM-research focused on travel blogs, vlogs, celebrity endorsement, influencer authenticity. An assessment of recent studies through bibliographic coupling indicates a partial shift toward the study of more contemporary issues. This field-discipline-focused hybrid-review contributes to literature and practice by presenting the past, present, and future of IM-research.
Açıklama
Anahtar Kelimeler
Social media influencers; influencer marketing; bibliometric analysis; co-citation analysis; bibliographic coupling analysis; TCCM framework; travel vlog; celebrity endorsement; destination marketing; travel decision- making
Kaynak
Journal of Travel & Tourism Marketing
WoS Q Değeri
N/A
Scopus Q Değeri
N/A
Cilt
41
Sayı
3
