Micro and Nano Influencers: Bibliometric Mapping of Influencer Marketing Trends

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Esti Tri Endarwati Universitas Taman Siswa Palembang
  • Claudie Tiofanny Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
  • Brilian Moktar Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
  • Ngiw Aman Harja Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.58812/wsshs.v3i07.2091

Keywords:

Micro Influencer, Nano Influencer, Influencer Marketing, Bibliometric Analysis, VOSviewer

Abstract

This study conducts a bibliometric analysis of the research on micro and nano influencers within the broader field of influencer marketing. Using VOSviewer for bibliometric mapping, the study identifies key themes, trends, and influential contributors to the literature. The analysis reveals that influencer marketing, particularly in the context of micro and nano influencers, has evolved significantly, with increased focus on consumer behavior, purchase intention, and authenticity. The study highlights the centrality of platforms such as Instagram and TikTok in influencer marketing research, while also emphasizing the growing integration of influencer-driven strategies with e-commerce and social commerce. Key authors such as De Veirman, Hudders, and Schouten have shaped the intellectual structure of the field. This research provides valuable insights into the development of influencer marketing and suggests future directions for exploring platform-specific strategies, ethical considerations, and the global impact on diverse consumer segments.

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Published

2025-07-31

Issue

Vol. 3 No. 07 (2025): West Science Social and Humanities Studies

Section

Articles

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Copyright (c) 2025 Loso Judijanto, Esti Tri Endarwati, Claudie Tiofanny, Brilian Moktar, Ngiw Aman Harja

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Micro and Nano Influencers: Bibliometric Mapping of Influencer Marketing Trends (L. Judijanto, E. T. . Endarwati, C. . Tiofanny, B. . Moktar, & N. A. . Harja , Trans.). (2025). West Science Social and Humanities Studies , 3(07), 1040-1050. https://doi.org/10.58812/wsshs.v3i07.2091