DIGITAL INFLUENCERS AND BRANDING: A BIBLIOMETRIC AND SYSTEMATIC REVIEW OF THE FIELD IN THE PERIOD 1945-2019

Authors

DOI:

https://doi.org/10.14210/alcance.v29n2(Mai/Ago).p208-240

Keywords:

Digital Influencers, Branding, Social Networks, Influence Marketing

Abstract

Purpose: To map and evaluate the field of study of Digital Influencers and Branding, to provide an overview of the research that brings together the two themes and to propose future research agendas based on the gaps evidenced at the end of the analyses.

Design/methodology/approach: Bibliometric review, using the Web of Science database, in a period of publications from 1945 to 2019. Systematic review using thematic analysis.

Results: It was possible to map the main indexed keywords, the main research and publication poles, cluster the main references on the searched terms, as well as organize the dispersed knowledge in a systematic way and identify research opportunities based on the accumulated knowledge.

Theoretical implications: This systematic review theoretically contributes by delivering systematic evidence for the global development of the chosen theme; by establishing research trends obtained by combining bibliometric and systematic analysis; by identifying research gaps and proposing future research.

Originality: The work has its originality for being the pioneer, to the best of our knowledge, to carry out a bibliomerical review and systematically analyze articles that deal with branding strategies and digital influencers, a field that has been acquiring market and advertising relevance, driven by the expansion of networks. and their role in people's purchase decision making.

Author Biographies

Marcela de Oliveira Barbosa, UFMG/Graduada em Administração

Graduada em Administração pela Universidade Federal de Minas Gerais

Frederico Leocádio Ferreira, UFMG/Doutorando em Administração

Doutorando em Administração na Universidade Federal de Minas Gerais - UFMG - Linha: Estratégia, Marketing e Inovação. Mestre em Administração na Universidade Federal de Minas Gerais - UFMG - Linha: Estratégia, Marketing e Inovação. Graduado no curso Bacharelado em Administração pelo Instituto Federal de Minas Gerais - IFMG Campus Bambuí. Membro do Núcleo de ensino e pesquisa em mercadologia e estratégia em operações - NUME, membro do Neurofaces e coordenador do Grupo de estudos Faces da inovação (mar/2018 a dez/2018). Atua na área de: Práticas de consumo, comportamento do consumidor, estudos de gênero, consumo LGBT, estratégia comportamental, Mindset de crescimento, aprendizado organizacional, empreendedorismo. Membro titular do colegiado do curso superior em Administração do Instituto Federal de Minas Gerais de jul/2015 a jun/2016, membro do colegiado da pós-graduação em Administração do CEPEAD/UFMG - mar/2018 até março/2019.

Juliana Maria Magalhães Christino, UFMG/Professora Adjunta do Departamento de Ciências Administrativas da Faculdade de Ciências Econômicas

Professora Adjunta do Departamento de Ciências Administrativas da Faculdade de Ciências Econômicas da Universidade Federal de Minas Gerais. Docente Permanente do Centro de Pós-Graduação e Pesquisas em Administração da Faculdade de Ciências Econômicas da UFMG desde 2016. Possui graduação em Administração pela PUC-MG (1999), especialista em Marketing pela FGV (2001), mestrado em Administração pela FEAD (2004) e doutorado em Administração pela UFMG (2012). Possui experiência no mercado empresarial na área de marketing, trade marketing e comercial em empresas como Telecom Itália, Coca-Cola, Laboratório Globo, Líder Táxi Aéreo e Banco BMG. Academicamente, tem experiência na área de Administração, com ênfase em Mercadologia, atuando principalmente com os seguintes temas: Comportamento do Consumidor, Marketing Social, Aceitação e Adoção de novas Tecnologias.

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Published

2022-11-18

Issue

Vol. 29 No. 2(Mai/Ago) (2022)

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Article

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