Sustainability in influencer marketing - a bibliometric and content analysis
| dc.contributor.author | Bartošová, Simona | |
| dc.date.accessioned | 2026-03-06T10:18:50Z | |
| dc.date.available | 2026-03-06T10:18:50Z | |
| dc.date.issued | 2025 | |
| dc.description | In: Marketing identity : the power(s) of communication : conference proceedings. 1. vyd. Trnava : Univerzita sv. Cyrila a Metoda v Trnave, 2025. ISBN 978-80-572-0555-5. ISSN 2729-7527. Pp. 26-39. | |
| dc.description.abstract | Social media has become an essential platform for shaping consumer attitudes and influencing purchasing behaviour, with influencers playing a key role in promoting environmentally sustainable products and lifestyles. Utilising social media for marketing communication is now a widespread trend. The paper presents a bibliometric and content analysis of the academic literature on influencer marketing. The objective of this paper is to analyse the development and current state of research on influencer marketing, with particular attention to its connection with sustainability. The research and data collection process took place in October 2025. Drawing on data from the Scopus database and complementary open-access sources published between 2016 and 2025, the study maps key research directions, dominant themes, and underexplored areas. Using VOS viewer software, six thematic clusters were identified, highlighting the multidisciplinary nature of influencer marketing research that spans marketing, communication, psychology, and public health. Despite growing attention to ethical and environmental aspects, the findings reveal that sustainability is not yet a distinct or dominant topic within this field. Only a limited number of studies explicitly address sustainable influencer marketing or eco-influencers. This finding highlights a significant research gap and underscores the need for deeper exploration of how influencers can contribute to promoting sustainable lifestyles and responsible consumer choices. The paper concludes by outlining the main limitations of existing studies and suggesting directions for future research. | |
| dc.description.sponsorship | Plán obnovy a odolnosti 09I03-03-V05-00009 Early stage granty - Univerzita Mateja Bela v Banskej Bystrici | |
| dc.identifier.doi | https://doi.org/10.34135/mmidentity-2025-02 | |
| dc.identifier.isbn | 978-80-572-0555-5 | |
| dc.identifier.issn | 2729-7527 | |
| dc.identifier.uri | https://repo.umb.sk/handle/123456789/1296 | |
| dc.language.iso | en | |
| dc.publisher | Univerzita sv. Cyrila a Metoda v Trnave | |
| dc.rights | CC BY-NC-ND Creative Commons Attribution-NonCommercial-NoDerivatives 4.0. International | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject | potravinové právo | |
| dc.subject | food law | |
| dc.subject | ochrana spotrebiteľa | |
| dc.subject | ochrana spotrebiteľov | |
| dc.subject | consumer protection | |
| dc.subject | sťažnosti | |
| dc.subject | complaints de lege ferenda | |
| dc.title | Sustainability in influencer marketing - a bibliometric and content analysis | |
| dc.type | Article | |
| dc.type | info:eu-repo/semantics/article |
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